Retail Marketing Plans: How to Prepare Them, How to Use Them (Professional Development Series) - Hardcover

McDonald, Malcolm; Tideman, Christopher C. S.

Hardcover

ISBN 10: 075060154X ISBN 13: 9780750601542

Publisher: Butterworth-Heinemann, 1993

Synopsis

Addresses marketing planning applied in a retailing context to give readers an insight into strategies they should be adopting. The author uses his experience as a consultant to retailing operations internationally to show marketing managers and directors how best to achieve their long-term goal.

About this title

About the Author

MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.

Review

'A book especially written for retailers which explains and demonstrates how to prepare and use a retail marketing plan. Chris Tideman was the first managing director of the Principles for Men chain, then chief executive of the Burton Retail chain and latterly, chief executive of the Retail Services and Development Sector of the Burton Group.' Men's Wear, London 13 May 1993
'This is a useful and practical guide to retail marketing planning which asks a lot of the right questions and delivers some helpful answers for both the retail marketing professional and the business student. A particular strength of this book is the use of examples of those who have got it right and, perhaps more usefully, those who got it wrong.'
Dr Alan Treadgold, Executive Director at the Australian Centre for Retail Studies at Monash University, Melbourne, Australia.
'Retail marketing is not product management as many commonly assume,
and McDonald and Tideman offer useful advice on managing the retail
environment and, more importantly, understanding the customer.'
Marketing Business, November 1996

About this edition

• Publisher: Butterworth-Heinemann
• Publication date: 1993
• ISBN 10: 075060154X
• ISBN 13: 9780750601542
• Binding: Hardcover