Role of marketing in retail, retail marketing mix- product, price, place, promotion, presentation, customer service, people.
The STP Approach- Segmentation, target market, positioning.
Retail communication mix- Advertising, sales promotion, public relations and publicity, personal selling, point of purchase (POP) displays.
Concept, Evolution of Franchising, Types of Franchising, Advantages and Disadvantages of Franchising, Franchising in India.
Significance of retail image, components of retail image, dynamics of creating and maintaining a retail image.
Atmosphere- store based retailing perspective, non-store based retailing perspective. Community relations.
Retail brand.
Location and retail strategy, introduction, importance of location decision, Levels of location decision, legal and environmental considerations.
Types of retail location.
Trading area , meaning, types of trading zones, characteristics of trading areas and site ,trade area analysis, Considerations for site analysis
1. Gibson G. Vedmani: Retail Management – Functional principles & Practices; Jaico publishing house.
2. Chetan Bajaj, Rajnish Tuli, Nidhi V. Srivastava; Retail Management, Oxford university press.
3. Swapna Pradhan : Retail Management, Tata McGraw Hill
4. Barry Berman, Joel R Evans: Retail Management – A strategic approach; Pearson Education
Links:
[1] https://www.management.iisuniv.ac.in/courses/subjects/advanced-retail-management-0
[2] https://www.management.iisuniv.ac.in/academic-year/2018-2019