- ISBN: 9780070416987 | 0070416982
- Cover: Hardcover
- Copyright: 1/1/1988
| Careers in Retail Marketing | p. 2 |
| Exploring Retail Marketing | p. 4 |
| What Is Retail Marketing? | p. 4 |
| Classifying Product and Service Retailers | p. 12 |
| Preparing for a Career in Retail Marketing | p. 21 |
| Starting Your Career | p. 30 |
| Getting a Job in Retail Marketing | p. 30 |
| Earning Your Salary | p. 38 |
| Planning for Career Advancement | p. 44 |
| Looking Ahead | p. 52 |
| Ownership and Management Opportunities | p. 52 |
| Preparing for Management | p. 60 |
| Preparing for Entrepreneurship | p. 66 |
| Marketing and Economics | p. 74 |
| Examining the Marketing Concept | p. 76 |
| Private Enterprise and Profits | p. 76 |
| Serving the Changing Consumer Market | p. 85 |
| Consumer Behavior and Lifestyles | p. 92 |
| Considering Economic Factors | p. 100 |
| Obtaining Marketing Information | p. 100 |
| Marketing Environments | p. 108 |
| Government's Role in Retail Marketing | p. 116 |
| Developing Retail Marketing Strategies | p. 127 |
| Retail Marketing Trends | p. 127 |
| The Marketing Information System | p. 140 |
| Creating a Marketing Plan | p. 147 |
| Human Resources | p. 158 |
| Assessing Your Interpersonal Skills | p. 160 |
| Understanding Yourself | p. 160 |
| Getting Along With Your Co-workers and Supervisors | p. 166 |
| Communicating Effectively | p. 173 |
| Enhancing Your Customer Relations | p. 184 |
| Developing a Customer Service Attitude | p. 184 |
| Creating a Positive First Impression | p. 189 |
| Communicating With Customers | p. 195 |
| Developing Retail Marketing Personnel | p. 205 |
| Supervising the Retail Worker | p. 205 |
| Training Retail Marketing Employees | p. 214 |
| Building the Retail Marketing Team | p. 223 |
| Selling | p. 232 |
| Understanding the Selling Function | p. 234 |
| Analyzing Retail Selling | p. 234 |
| Developing Product and Service Competencies | p. 242 |
| Setting the Stage in Personal Selling | p. 250 |
| Helping Customers Buy Wisely | p. 259 |
| Identifying Customer Wants and Needs | p. 259 |
| Demonstrating Products and Services | p. 265 |
| Helping Customers Make Buying Decisions | p. 273 |
| Using Consumer Credit as a Selling Tool | p. 285 |
| Developing a Sales Force | p. 299 |
| Maintaining the Right Corporate Image | p. 299 |
| Measuring Sales Performance | p. 306 |
| Coping With Change Through Personal Selling | p. 314 |
| Promotion | p. 325 |
| Learning About Promotion | p. 326 |
| Promotion in Retail Marketing | p. 326 |
| Promotion Goals | p. 335 |
| Special Promotion Activities | p. 343 |
| Promotion Methods | p. 353 |
| Developing Effective Advertising | p. 353 |
| Visual Merchandising | p. 363 |
| Creating Effective Displays | p. 372 |
| Managing Promotion | p. 381 |
| Determining Promotion Objectives | p. 381 |
| Establishing a Promotion Budget and Schedule | p. 389 |
| Implementing The Promotion Plan | p. 395 |
| Merchandising and Operations | p. 406 |
| Processing the Product or Service | p. 408 |
| Receiving and Checking Merchandise | p. 408 |
| Marking Merchandise and Stockkeeping | p. 417 |
| Maintaining Security and Controlling Theft | p. 425 |
| Recording Sales Electronically | p. 433 |
| Pricing and Inventory Control | p. 445 |
| Understanding Pricing Policies | p. 445 |
| Calculating Retail Prices | p. 452 |
| Inventory Control | p. 457 |
| Developing Merchandising Strategies | p. 469 |
| Analyzing Stock Turnover | p. 469 |
| Buying for a Profit | p. 475 |
| Obtaining the Best Terms | p. 480 |
| Preparing the Merchandise Plan | p. 488 |
| Planning for Entrepreneurship | p. 498 |
| Beginning Your Business Plan | p. 500 |
| Identifying Your Business Opportunities | p. 500 |
| Developing Your Business Plan | p. 507 |
| Developing Your Marketing Plan | p. 512 |
| Organizing Your Business Operations | p. 522 |
| Selecting Your Location | p. 522 |
| Planning the Design and Layout | p. 530 |
| Preparing Your Organization Plan | p. 538 |
| Completing Your Business Plan | p. 547 |
| Understanding Financial Statements and Ratios | p. 547 |
| Obtaining Financing | p. 554 |
| Planning Your Grand Opening | p. 563 |
| Table of Contents provided by Syndetics. All Rights Reserved. |
What is included with this book?
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.
Please wait while the item is added to your bag...
