Retail

Roger Cox / Paul Britton中国市场出版社2007

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Series
Business School Basic Management Series
ISBN
9787509202524

Tags

Economics and Finance Business Business ManagementFundamental ManagementMarketing StrategyAdvertising PromotionRetail ManagementConsumer BehaviorInteractionAcademy TextbookTheoretical FrameworkChinese Market

Summary

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.

Editor's review

国内零售类图书里，系统讲授「零售组合」的教材并不多见。《零售》的难得之处在于，它没有把零售拆成一堆彼此孤立的技巧点，而是先用顾客与零售组织的关系搭起框架，再把选址、商品、定价、广告、氛围与布局归入同一个策略组合中加以讨论，最后落到财务计划与绩效测评。这样，读者能看清一家门店或一个零售品牌在决策时，各项要素之间是如何互相牵制的。 两位作者来自英国零售研究与教学一线，书中对国际零售、零售环境变化和零售法律的讨论，带出了较为开阔的比较视角，对理解中国零售业当年的连锁化、外资进入与业态演化也有参照意义。译文整体平实，术语处理较规范，图表与章节结构清晰，适合自学。如果你希望从「经验型开店」转向「有框架地做零售」，这本书能提供一套可用的分析语言和思维工具。

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Reading tips

  1. 先读第一部分弄清顾客与零售组织的关系，再进入零售组合章节，框架会更清楚。
  2. 读到选址、定价、布局等章节时，对照自己熟悉的一家门店做拆解记录，效果最好。
  3. 第三部分涉及财务计划与绩效测评，建议配合基础会计知识一并阅读。
  4. 书中案例多为英国零售环境，阅读时留意与中国市场的差异，避免直接照搬结论。

About the publisher

中国市场出版社 China · Founded in 1988

China Market Press is a central-level publisher distinguished by its books on prices and economic management. It focuses on works in fields such as pricing, economic management, financial accounting, real estate, and law, and has developed a publishing system that combines policy-oriented, theoretical, practical, and textbook titles. Judging from its catalog, the press publishes classic works such as People in A Dream of Red Mansions, while also continually releasing series on studying and implementing Xi Jinping Thought on Socialist Economy with Chinese Characteristics for a New Era, including Firmly Implementing the Strategy of Expanding Domestic Demand, Price Reform and Ensuring Supply and Stabilizing Prices, and Accelerating the Improvement of the Socialist Market Economy System. Its authors include Zhang Chi and series editorial groups, reflecting a publishing profile that closely follows development and reform policies and balances theoretical explanation with practical application. Public information is limited, and the above is based only on the available catalog data.

FAQ

这本书的作者和译者是谁？ 作者为英国学者罗杰·考克斯与保罗·布里顿，中译本由吴雅辉、李可用、邢丽娟翻译，2007年由中国市场出版社出版，属于「商学院基础管理丛书」。
书里的内容适合没有零售经验的读者吗？ 适合。本书从零售组织、顾客关系等基础概念讲起，逐步进入零售组合与零售管理，结构循序渐进，作者也明确说明其面向学院学生、营销与销售从业者以及有抱负的零售经理。
这本书讲的是线上零售还是实体零售？ 成书于2000年代中期，主体讨论实体零售的选址、商品、定价、店铺氛围与布局，并涉及技术在零售中的作用，对电商的具体运营着墨有限，需结合新的资料补充阅读。
「零售组合」具体指什么？ 指零售商为吸引目标顾客而组合使用的一整套策略要素，书中主要包括选址、商品、定价、广告促销、店铺氛围和卖场布局，并强调这些要素需整体协调，而非单独优化。

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About the author

Roger Cox Author

Roger Cox is an author about whom limited public information is available; the Chinese book database currently holds only one of his works, Retail. Judging from this representative title and its common classification, his writing focuses on the fields of economics, personal finance and business, particularly the practical operation of the retail industry. As his dates of birth and death, nationality and personal background are not clearly recorded, little more can be said about his life. Based on the available work, Cox's approach is practical, attending to the concrete operations and business logic of commercial activity, and is suitable for readers interested in retail formats and business management. Though his output is small, the book offers Chinese readers an accessible entry point into retail as a commercial category and has some reference value among business titles.

Paul Britton Author

Paul Britton is recorded in our database under both his Chinese name and his English name, but beyond that, public information is limited, and his nationality and dates of birth and death remain unknown. Our collection currently holds one work by him, Retail, catalogued under economics, personal finance and business. Judging from this surviving title and its category, his writing centers on the operating practices and business logic of the retail industry, aimed at readers interested in consumer markets, channel management and commercial operations. Because no verifiable information is available about his personal history, education or professional identity, no speculation is offered here; readers wishing to understand his approach would do best to begin with the specific content of Retail and observe how it handles practical problems in the retail trade.