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Advanced Retail Management
The purpose of paper is to give students an in-depth knowledge of Retail Management.
Retail franchising: Concept, Evolution of franchising, types of franchising, advantages and disadvantages of franchising, franchising in India
Retail location: location and retail strategy, introduction, importance of location decision, level of location decision, legal and environmental considerations. Types of retail locations.
Trading and site selection: trading area, meaning and types of trading zones, characteristics of trading areas and site, trade area analysis, considerations for site analysis.
Retail marketing and communication: 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 displays.
Establishing and maintaining a retail image: 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.
Retail brand: Concept of retail brand, building a retail brand
• Gibson G. Vedmani, Retail Management, Jaico Publishing House
• Barry Berman, Joel R. Evans, Retail Management, Pearson Education
• Chetan Bajaj, Rajnish Tuli, Nidhi V. Srivatava, Retail Management, Oxford University Press
• Swapna Pradhan, Retail Management, Tata McGraw Hill
