Retail

This book is a retail management work co-authored by the British scholars Roger Cox and Paul Brittain. The Chinese translation is included in the "Business School Basic Management Series" and was published by China Market Press in 2007. The book unfolds along three main lines of retail operation: first, retail organizations and customers, sorting out the nature of the retail industry, customer behavior, and the interaction between retailers and customers, and discussing international retail and changes in the retail environment; second, the retail mix, that is, the strategic mix retailers use to attract target customers, covering key elements such as location, merchandise procurement, pricing, advertising and promotion, store atmosphere, and store layout; third, retail management, discussing retail planning, especially financial planning and performance measurement, the application of technology in retail, the relationship between retail and the law, and the future direction of the retail industry. In writing, the authors balance theoretical frameworks and strategic execution, explaining both the principles of retail economics and the methods of retail market research, and showing how retailers formulate and implement strategies in real business environments. The book includes cases and charts, and each chapter ends with questions for reflection and discussion. It is suitable as a textbook for university courses in retailing and marketing, and also as a reference for practitioners in sales, marketing, and retail operations who want a systematic understanding of the logic of retail operation.