Retail Marketing and Branding contains a thorough overview of the marketing and branding techniques used in contemporary retail management. Providing detailed coverage of the latest theory, practice and advances in the field, this book discusses the impact that technological advances have had on retailing operations, retail branding and consumer buying behaviour. Including a wealth of case-studies and real-world examples, it introduces readers to the core literature, theories, models and practices, to show where retail marketing sits within the wider context of retail management. Retail Marketing and Branding explores some of the most fascinating aspects of the field, including fashion retailing, food and grocery retailing, plus the recent burgeoning of pop-up retail chains. Containing contributions from a range of industry experts and supported by a comprehensive set of downloadable student and lecturer resources, this text is a definitive guide to every aspect of retail marketing and branding.

Author Biography

S. Hasan Gilani is Senior Lecturer at the University of Brighton, where he teaches in marketing management, customer relationship management, retail management, brand management and global business policy. As a practitioner, he has worked in corporate marketing, retail management and consumer retail with international brands like Motorola, Pepsi Cola, Marks and Spencer, National Grid, OCR and Debenhams.