Wholesale and Retail Marketing

The book systematically deals with the marketing of wholesale and retail businesses, combining scientific knowledge and experience. In a clear and simple manner, elements of wholesale and retail trade are described, which are organized into the following parts:

→ The first part refers to the distribution system, i.e., distribution networks and physical distribution. Knowledge of the functions of the distribution system is essential for both wholesale and retail businesses.
→ The second part deals with wholesale marketing and wholesale businesses in general.
→ The third part refers to the introduction of retail marketing. It describes retail trade and its evolution in our country. It also analyzes the various categories of retail businesses.
→ The fourth part deals with identifying and analyzing the opportunities that arise in the market for retail businesses. This analysis is achieved through various methods and techniques, such as retail marketing research, consumer behavior, customer segmentation, and sales forecasting methods.
→ The fifth part of Retail Business Marketing Management includes the strategic planning of retail businesses, the organization and administration of these businesses, as well as the management of their staff.
→The sixth part covers all elements of the Retail Business Marketing Mix, i.e., the procurement of merchandise and inventory control, merchandise pricing, the selection of location and store layout, and finally, the promotion of retail business merchandise.

Finally, the appendix of the book includes selected legislation related to wholesale and retail businesses in our country.

"Wholesale and Retail Marketing" contains numerous examples and case studies from wholesale and retail businesses. At the beginning of each chapter, learning objectives are listed, which serve as a good guide for studying the chapter. At the end of each chapter, there are discussion questions, application exercises, and a case study.