Institute of Commercial Management | Qualification Subject

Retail Marketing Principles

Main Topics of Study

Main Topics of Study:

Development of the marketing concept
Marketing principles
The marketing mix and the extended marketing mix
Segmentation
Research
Product life cycle
BCG matrix
Ansoff matrix
Pricing strategies and tactics
Promotional strategies and tactics
Retail distribution
Relation of marketing principles to retail
Designing and writing the retail marketing mix

Recommended Reading

Main Text:

Various authors, (2009) Marketing Principles, BPP, London.

Indicative Text:

Alternative Text and Further Reading:

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Gilbert, D (1999) Retail Marketing Management, FT/Prentice Hall

Omar, O (1999) Retail Marketing, London, FT Management books