Retail Marketing Management

An Omnichannel Perspective

ISBN:

978-3-03-238621-2

Verlag:

Springer International Publishing

Land des Verlags:

Schweiz

Erscheinungsdatum:

29.10.2026

Autoren:

Stoyanov Dobromir Kirilov

Format:

Hardcover

Seitenanzahl:

121

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Beschreibung

This textbook presents retail marketing management as a clear four-step process: analyzing the business environment, planning the retail marketing strategy, executing retail programs, and controlling performance. Each chapter focuses on one stage of this journey, guiding readers step by step from foundational analysis to practical implementation and evaluation. By the end, readers gain a comprehensive understanding of how to design, execute, and refine effective retail strategies in today’s omnichannel landscape. Drawing on more than 20 years of the author’s teaching and professional experience in retail marketing, distribution management, and logistics, the book blends academic rigor with real-world insight. It integrates up-to-date frameworks, international case studies, and practical tools, making it an essential resource for students, educators, and practitioners seeking to master the complexities of modern retail marketing. The book is rich in self-explanatory visual materials, including Figures, and schematic illustrations which make conventionally complex strategic and operational retail marketing concepts more accessible and facilitate deeper understanding.

Biografische Anmerkung

Dobromir Kirilov Stoyanov holds a Ph.D. in marketing from the University of Economics - Varna, Bulgaria. He is an Associate Professor at the EM-Strasbourg Business School, University of Strasbourg, France, lecturing a wide range of marketing disciplines, including Retail marketing and logistics, Sustainable marketing, B2B marketing, Advanced international marketing, and Sustainable Customer Relationship Management. Specifically, his research interests are in the fields of vending retail marketing, sustainable marketing and chemistry of marketing. He is a member of the HuManiS research center (UR 7308). Dr. Stoyanov has published in leading journals such as the International Journal of Retail & Distribution Management, Journal of Consumer Affairs, and Journal of Macromarketing. He is also the author of the textbooks Vending Retail Marketing: Text and International Cases (2025) and Sustainable Marketing: A Value-Based Approach (2026), published by Springer Nature.