Retail marketing management : the 5 ES of retailing /
Dhruv Grewal.
- 1st edition.
- xxii, 172 pages : colored illustrations ; 25 cm.
includes index.
The innovative retailer -- The entrepreneurial, innovative, and customer-centric mindset -- Value creates excitement -- Creating excitement using store brands -- Creating excitement and enhancing education using social media -- Education: the service edge -- Experience: in-store, across channels -- Engaged customers are loyal -- Innovative retail analytics for engagement -- Concluding thoughts
"In this new text, Dhruv Grewal, a leading Professor of Marketing and Retailing, explores the complexities of the contemporary retail environment by drawing on what he refers to as the 5 Es of retailing: - Entrepreneurial, innovative and customer-centric mindset - Excitement - Education - Experience - Engagement. These are illustrated using a wide range of examples such as CVS, Kroger, Zara, Wholefoods, ICA, and Amazon. Together, the framework and examples enable readers to navigate today's challenging retail environment made up of social media, retailing analytics and online and mobile shopping. Retail Marketing Management is essential reading for students of retailing and marketing, as well as practitioners working in retail today."--Back cover.
College of Business and Accountancy Bachelor of Science in Business Administration Major in Marketing Management