ISBN 9788120346406,Integrated Retail Marketing Communication

Integrated Retail Marketing Communication


Gp Sudhakar

Rs149 Rs175 15% OFF


PHI learning Pvt Ltd

Publication Year 2012

ISBN 9788120346406

ISBN-10 8120346408


Number of Pages 160 Pages
Language (English)


The book offers a comprehensive review and analysis of various facets of retail communications, strategy and application. The author, with over two decades of experience in marketing, and teaching courses on retailing, provides a holistic and practical approach to the subject. The book covers a wide range of topics-from understanding why retailers need to build brands, positioning to the various communication tools available to the retailers and the need to integrate retail communication for success. It contains numerous examples from Indian retailers in the areas of retail communication and provides many caselets to stimulate the application of many of the concepts discussed in the book. The book is meant for the postgraduate students of management. Besides, it will also be useful to the students pursuing PG Diploma in Retail Communications Management/Integrated Marketing Communications.