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

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Recommended Reading

Main Text:

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BPP Business Essentials: Marketing Principles BPP Learning.

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