Everand Logo

Welcome to Everand!

  • Discover millions of ebooks, audiobooks, and so much more with a free trial

    Only $11.99/month after trial. Cancel anytime.

    Retail Marketing Management: Concepts, Guidelines, and Practices
    Retail Marketing Management: Concepts, Guidelines, and Practices
    Retail Marketing Management: Concepts, Guidelines, and Practices
    Ebook113 pages2 hours

    Retail Marketing Management: Concepts, Guidelines, and Practices

    By Claudia Buhamra Abreu Romero

    ()

    Read preview

    About this ebook

    Born from studies and the experiences of its author, Retail Marketing Management provides guidelines, concepts, and practices of marketing, with a special focus on retail management. The guidelines aim to encourage and facilitate the development of marketing strategies that enable organizations to achieve greater competitive power and build brands that are respected and valued in the market, while the concepts are intended to give the theoretical background to the practices commented on and suggested here.
    As the language is accessible and direct, the work has the advantage of proposing immediate solutions for business, especially for market professionals who are eager for results and have no time for heavy academic reading.
    Moreover, the teachings contained herein are also useful to students and teachers who wish to enhance their knowledge about marketing.

    Application
    This book is recommended for professionals and academics from different areas and can be used for reading in business environments, and as part of the literature of technology courses for undergraduate and postgraduate studies in business administration and marketing.
    LanguageEnglish
    PublisherAuthorHouse
    Release dateApr 22, 2013
    ISBN9781481739429
    Retail Marketing Management: Concepts, Guidelines, and Practices

    Related to Retail Marketing Management

    Related ebooks

    Business For You

    View More
    View More

    Related podcast episodes

    Related articles

    • Article

      The Future of LUXURY TALENT

      Aug 2, 2019

      The Future of LUXURY TALENT
      10 min read

    • Article

      Strengthening Your Sales Management

      Jun 30, 2021

      1. Providing clarity and support • Is your team prepared for ongoing volatility and uncertainty in the months ahead?• Are your Managers adept at countering the emotional impacts of stress and its impact on productivity, for themselves and their teams

      2 min read

    • Article

      The Tools Of Attention

      May 15, 2019

      The technology of the day is of vital importance to marketers. It doesn’t just define how we make what we sell, it defines how we connect with those we sell to. Modern marketing has only been around for a little over 100 years. What many believe to b

      4 min read

    • Article

      4 Deploy Stronger Value Propositions Within A Sales Organisation Maturity Framework

      Jun 30, 2021

      ThinkSales' Sales Organisation Maturity Framework Mature Sales Organisations are built on a state of optimisation that is agile and iterative. This is the path they follow. • Your Sales Organisation has not defined a ‘value-led’ proposition. In clien

      2 min read

    • Article

      Customer-centric From Its Core

      Sep 16, 2018

      What’s been the biggest change you have seen in your career? I think one of the biggest things I am seeing recently is data becoming more and more important in how businesses operate and how they deliver customer experiences. Even a few years ago whe

      2 min read

    • Article

      Restructuring: Get Your Employees On Board

      Apr 27, 2020

      Businesses often operate in an extremely challenging environment. Sometimes, external forces can leave management with little choice but to realign, restructure or reorganise the operation to become more competitive, or simply to maintain the company

      2 min read

    • Article

      The Future Of Marketing

      Sep 23, 2019

      The Future Of Marketing
      5 min read

    • Article

      30 Ingredients To Success

      Jul 3, 2019

      The managing director of Prima Group and independent director of Caring Pharmacy Group—honoured with a Global Leadership Award for Leadership Excellence in Pharmaceutical Supplies 2017 The country manager of AmorePacific Malaysia has expanded multip

      7 min read

    • Article

      Revenue Growth Results

      May 26, 2022

      Over the past two years, arguably the toughest operating conditions in our lifetimes thus far, we have assisted a number of our customers with Revenue Growth Strategies delivered through fast-cycle planning and execution schedules to unlock exponenti

      1 min read

    • Article

      Reinventing Businesses

      Dec 24, 2020

      Reinventing Businesses
      2 min read

    • Article

      Q & A

      Sep 1, 2021

      You believe that the field of Marketing is in crisis. How so? In a recent survey of global companies, nearly 70 per cent of CEOs expressed a lack of confidence that their Marketing Departments could drive profits. Many have already started eliminatin

      6 min read

    • Article

      Championing The Practice Of Professional Marketing

      Sep 16, 2018

      A big thanks to all the judges who give up their time and brainpower, and our new convener of judges, Michael Friedberg. On the theme of showcasing, we speak to a group of innovative MA member marketers about what matters most. Data, technology and c

      13 min read

    • Article

      What's Your Growth IQ?

      Jan 1, 2019

      How would you define 'Growth IQ'? Growth IQ is a holistic approach to finding the path to growth for an organization, based on three inputs: the market context, the right combination of elements and the sequencing of your actions. Your context includ

      6 min read

    • Article

      Brain Trust

      May 15, 2019

      The $64,000 question! I would start with customer strategy rather than executional tactics, to determine what technology is actually required to make customers’ lives easier. You can’t ever know what the customer really wants unless you conduct resea

      4 min read

    • Article

      MARKETING MINDS: The indelible Mark Ritson

      Jun 25, 2020

      WHEN DID YOU HAVE THAT ‘AHA’ MOMENT FOR YOUR VOCATION AS A TEACHER OF MARKETING? I never did. My interest was always in marketing, and I ended up becoming a professor because of this interest. This is important because I think a lot of marketing prof

      4 min read

    • Article

      On Course

      Jul 11, 2019

      On Course
      6 min read

    • Article

      Too Much, Too Quick

      Jul 11, 2019

      Too Much, Too Quick
      7 min read

    • Article

      Retail Reimagined

      Jul 2, 2018

      Retail Reimagined
      6 min read

    • Article

      Social Media Platforms Fight To Stand Out

      Feb 7, 2022

      As advertisers, we all know that when it comes to social media, users are the real product. So it’s interesting to look at the four different approaches these brands have taken to “selling” things that are both free to use and as addictive as crack c

      1 min read

    Related categories

    Reviews for Retail Marketing Management

    0 ratings

    0 ratings0 reviews

    What did you think?

    Tap to rate

    Review must be at least 10 words

      Book preview

      Retail Marketing Management - Claudia Buhamra Abreu Romero

      2013 by Cláudia Buhamra Abreu Romero. All rights reserved.

      No part of this book may be reproduced, stored in a retrieval system, or transmitted by any means without the written permission of the author.

      Published by AuthorHouse 04/17/2013

      ISBN: 978-1-4817-3944-3 (sc)

      ISBN: 978-1-4817-3943-6 (hc)

      ISBN: 978-1-4817-3942-9 (e)

      Library of Congress Control Number: 2013906626

      Any people depicted in stock imagery provided by Thinkstock are models, and such images are being used for illustrative purposes only.

      Certain stock imagery © Thinkstock.

      Because of the dynamic nature of the Internet, any web addresses or links contained in this book may have changed since publication and may no longer be valid. The views expressed in this work are solely those of the author and do not necessarily reflect the views of the publisher, and the publisher hereby disclaims any responsibility for them.

      ENGLISH VERSION OF GESTÃO DE MARKETING NO VAREJO:

      CONCEITOS, ORIENTAÇÕES E PRÁTICAS.

      Publisher: Editora Atlas COPYRIGHT 2012

      Contents

      Acknowledgments

      Foreword

      Preface

      1.   To Start, Recommendations of Kotler

      2.   After All, What Is Marketing?

      3.   And What Is Not Marketing?

      4.   What Are the Activities of the Marketing Area?

      5.   Why Do Marketing?

      6.   How to Do Marketing?

      7.   The Importance of the Retail Function

      8.   The Creation of Strong Brands in Retail

      9.   The Stakeholders of the Brand

      10.   The Scent of Brands

      11.   Differentiation Through Services

      12.   Postures in Customer Service

      13.   How to Sell Well in High Season

      14.   Exchanging Products for Customers

      15.   Your Majesty, the Consumer

      16.   The Female Market

      17.   The Challenge of the Children’s Market

      18.   No, Thanks. I’m Just Taking a Look.

      19.   The Power of Small Retailers Focusing on Consumer Behavior

      20.   Beware of Lines!

      21.   The Atmosphere of the Store as a Marketing Tool

      22.   How to Communicate with Your Market

      23.   Sales Promotion as a Marketing Tool

      24.   Mobile Marketing: Advantages and Care in Its Use

      25.   Nonmarketing: Actions Beyond the Market

      26.   A Practical and Effective Model of a Marketing Plan

      27.   Market Positioning: You Must Choose One

      28.   What Is the Ideal Business Model?

      29.   Winning in the Market Despite the Crisis

      30.   Finally, Some Advice

      Bibliography and Suggested Reading

      Acknowledgments

      To my parents, Edson and Sofia,

      who always did everything for me!

      To my husband, Mauro,

      and my daughter, Carolina Sofia,

      who are everything to me!

      I extend my most sincere thanks to the ones who contributed to make this book possible:

      My family, always present.

      And especially, my friends

      Robson Gomes and Eduardo Gomes.

      Foreword

      The book by Professor Cláudia Buhamra reflects the intense conceptual and practical knowledge of the author, and offers a valuable contribution to retailers of all sizes and industries. This work includes a very complete range of themes for marketing retailers, bringing a wide range of practical examples that are analyzed, updated, and illuminated by solid marketing concepts. Structured in a very didactic way and in a language accessible to different levels of the company, the text facilitates learning and the practical exercise of the themes of retail marketing.

      I recommend this excellent book to all retailers who responsibly seek to win the hearts and minds of their consumers.

      Prof. Juracy Parente, PhD

      Associate Professor in Marketing and Retailing at

      FGV-EAESP (Getúlio Vargas Foundation—

      School of Business Administration of São Paulo, Brazil)

      and the founder of the school’s Center for Excellence in Retail.

      Preface

      I learned marketing at my father’s bakery, a business that combines industry and retail. At the bakery, I learned to observe customers and experienced the greatest of all marketing lessons: to understand in order to serve.

      When I decided, at age eighteen, to work at the bakery, I had my father’s first lesson: you must know well what you sell. I started a course on baking and learned to develop products. I didn’t prepare them, but I acquired the skill of creating them and monitoring their execution. The products were carefully designed and tested before being offered for sale. It was necessary to please customers, to stimulate the taste and, above all, to motivate the repurchase. I learned that price is value, because when a product was in fact approved, the consumer was pleased to pay for it.

      From an early age, I lived at the bakery the concept of retail attraction radius, because the limit of customer attraction did not exceed five hundred meters without facing competitor that was sometimes stronger than us. I learned to study different and creative possibilities of taking advantage of the flow of traffic, which was not in our favor because the traffic flow was only from neighborhood to downtown. In other words, people passed by car going to work, not home, which certainly hindered the sale of bread. I remember well once when negotiating with an ice cream supplier, we had to change our counter layout because he insisted that the fridge with his brand should be visible to passersby in cars. I learned that day the importance of harmony in business-to-business relationships, terminology adopted years later to define the commercial relationship among companies.

      At the bakery, distribution logistics were learned as our bakers delivered bread on bikes with speed and skill to ensure that the bread was still warm when received by the end customers or resellers.

      The bakery taught me the importance of marketing relationships because the whole neighborhood knew my father and his employees. They, in turn, knew every customer by name, especially those from the book, a primitive and valuable database, now called database marketing.

      I learned the value of the bakery tastes and the scent of the environment to stimulate the

      Enjoying the preview?
      Page 1 of 1