Retail & Wholesale Marketing

This book is the 2nd updated and revised edition of the first Greek authorial attempt to systematically and analytically approach the phenomena and problems of marketing in commercial businesses.

A key characteristic of this book is its extensive coverage of international literature and its scientific approach to the analysis, design, and implementation of marketing in the field of retail and wholesale trade.

The esteemed academics Georgios Baltas and Nikolaos Papavasileiou offer a comprehensive manual that connects theory with practice and supports decision-making within the framework of commercial business administration.

The 2nd edition of the textbook "Retail and Wholesale Marketing" examines the following topics:

· Basic concepts for understanding distribution and trade as economic processes

· Introduction to retail trade

· Merchandise collection management

· Communication policy in retail trade

· Pricing policy in retail trade

· Space management in commercial businesses

· Principles of commercial location, selection of area and installation point

· Store atmosphere and commercial environment design

· Customer service in retail trade

· Retail trade in the digital age

· Specific issues of wholesale trade, such as operations, business types, and marketing strategies

The book "Retail and Wholesale Marketing" is primarily intended to cover the specific needs of readers who are either studying related subjects at an undergraduate or postgraduate level or are professionally involved in trade and management.