How do executives and managers set the right price? Underpinned by research and real-life anecdotes, this title addresses this question, offering guidelines any company - whether a multi-national conglomerate, a small business, or even a non-profit can follow to create a comprehensive pricing strategy for any product and service.
There are many diverse activities and issues surrounding product management in retailing and it is a complex area for students to fully comprehend. This fully revised and updated textbook is the perfect introduction for students of retailing, guiding readers through all of the issues relating to product management in retailing. With a concise and highly practical approach, the book has been updated to include the most up-to-date theory, case examples and resources as well as new chapters on product range and promotional activity, specific product management challenges, category management and the use of new technology in retailing. Taking an integrated approach that incorporates established theory, contemporary commercial practice, examples and case studies, this accessibly written textbook is key reading for all students in the area.
The text seeks to offer a comprehensive, academic text on retail management, which takes a United Kingdom and European perspective on the area. It includes the newer areas of retailing, such as internet shopping, ethical and environmental issues.