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Integrated Retail Marketing Communication

Integrated Retail Marketing Communication

          
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About the Book

The book offers a comprehensive review and analysis of various facets of retail communications, strategy and application. The author, with over two decades of experience in marketing, and teaching courses on retailing, provides a holistic and practical approach to the subject. The book covers a wide range of topics—from understanding why retailers need to build brands, positioning to the various communication tools available to the retailers and the need to integrate retail communication for success. It contains numerous examples from Indian retailers in the areas of retail communication and provides many caselets to stimulate the application of many of the concepts discussed in the book. The book is meant for the postgraduate students of management. Besides, it will also be useful to the students pursuing PG Diploma in Retail Communications Management/Integrated Marketing Communications.About the AuthorG.P. SUDHAKAR (PhD) is Professor and Head, Department of Management Studies, Directorate of Distance Education, Sikkim Manipal University, Bangalore. He has more than 15 years of professional experience and 9 years of teaching experience. Professor Sudhakar has published/presented many articles and papers.


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Product Details
  • ISBN-13: 9788120346406
  • Publisher: Prentice-Hall of India Pvt.Ltd
  • Binding: Paperback
  • Language: English
  • Returnable: Y
  • Weight: 240 gr
  • ISBN-10: 8120346408
  • Publisher Date: 15 Sep 2012
  • Height: 241 mm
  • No of Pages: 160
  • Spine Width: 9 mm
  • Width: 153 mm


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