This text provides a comprehensive introduction to retail marketing covering a wide range of types of retail organisation. It has a coherent structure, looking first at the nature of retail marketing, then at the environment, at consumer behaviour, segmentation and positioning and at the retail marketing mix. The book ends with chapters on retail marketing planning and control and a specific chapter on international retail marketing. *Separate chapters on retail segmentation and positioning and on international retailing. *Full of examples and mini cases. *Case study with discussion questions at the end of each chapter.