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MBA+BBA Retail Marketing and Communication Books and Notes 2021: Download MBA+BBA Retail Marketing and Communication Study Materials

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Book Details

Book TitleRetailing Marketing and Communication
YearYear 1
CourseMBA + BBA in Retailing
Important TopicsOverview of Retail Marketing Understanding Shoppers and Shopper’s Behaviour Personal Selling Customers and Customer’s Needs Steps in Selling – I Steps in Selling – II Overview of Retail Promotions Advertising and Promotions In-Store Promotions and Management In-Store Objectives, Advantages, and Limitations In-Store Promotions, Strategies, Budgets, and Evaluation Types and Techniques of Sales In-Store Promotions
Available ineBook, PDF Format
Similar BooksConsumer Behaviour & Marketing Communication by S. H. H. Kazmi Mastering Fashion Marketing by Tim Jackson Retail Buying Techniques by Fiona Elliott Smart Things to Know about E-Commerce by Michael J. Cunningham
Edition2020
LanguageEnglish

Important Topics

  • Overview of Retail Promotions
  • Advertising and Promotions
  • In-Store Promotions and Management
  • In-Store Objectives, Advantages, and Limitations
  • In-Store Promotions, Strategies, Budgets, and Evaluation
  • Types and Techniques of Sales In-Store Promotions
  • Overview of Retail Marketing
  • Understanding Shoppers and Shopper’s Behaviour
  • Personal Selling
  • Customers and Customer’s Needs
  • Steps in Selling – I
  • Steps in Selling – II

Unit Wise Titles

Overview of Retail Marketing

1.0  objectives

1.1  Introduction

1.2  Elements of Retailing Industry

1.3  Importance of Retailing

1.4  Retail Strategy

1.5  Retail Formats (Classifying Retail Firms)

1.6  The Wheels of Retailing

1.7  Retailing Decisions

1.8  Emerging Trends in Retail Marketing

1.9   Concept of Marketing Management in Retail

1.10 Core Marketing Concepts

1.11  Marketing in the New Economy

1.12 Let Us Sum Up

1.13 Check Your Progress

1.14 References

1.15 Terminal Questions

Understanding Shoppers and Shopper’s Behaviour

2.0 Objectives

2.1 Introduction

2.2 Retail Activities

2.3 Consumer’s Shopping Behavior Patterns

2.4 Factors Affecting Consumer / Shopper Decision Making Process

2.5 Stages of Consumer Decision Process

2.6 Types of Consumer Decision Making Process

2.7 Influence of Situational Variables on Shopping Behavior

2.8 Consumer Images of Retail Stores

2.9 Let Us Sum Up

2.10 References

2.11 Terminal Questions

Personal Selling

3.0 Objectives

3.1 Introduction

3.2 What is Personal Selling?

3.2.1 Evolution of Personal Selling

3.2.2 Importance of Personal Selling

3.2.3 Advantages of Personal Selling

3.3 Nature of Sales Job

3.3.2 Objectives of Personal Selling

3.3.2 Classifying Selling Roles

3,4 Qualities of a Sales Person

3.4.1 The Ineffective Sales Person

3.4.2 The Effective Salesperson

3.4.3 Recognizing the Effective Salespeople

3.4.4 The Effective Business Salesperson

3.5 Role of Information Technology in Personal Selling

3.5.1 Telecommunications

3.5.2 Customer Information: Storage and Handling

3.5.3 Managing the SalesForce

3.6 Let Us Sum Up

3.7 Terminal Questions

3.8 Answer to Check Your Progress

Customers and Customer’s Needs

4.0 Objectives

4.1 Introduction

4.2 What Is Need?

4.3 Needs Arousal

4.4 Goals

4.5 Needs and Wants

4.6 Motive

4.7 Customer Emotions

4.8 Needs, Self-Expression, and Consumer Behavior

4.9 Let Us Sum Up

4.10 References

Steps in Selling – I

5.0 Objectives

5.1 Introduction

5.2 What is the Personal Selling Process?

5.2.1 The 12 step selling process- Individual

5.2.2 Preparing For Selling

5.3 The Personal Selling Process- B2B

5.3.1  Prospecting

5.3.2 Pre-Approach

5.3.3 Approach

5.3.4  Need Assessment

5.3.5  Presentation

5.4 Let Us Sum Up

5.5 Answers to Check Your Progress

5.6 Terminal Questions

Steps in Selling – II

6.0 Objectives

6.1 Introduction

6.2 Objections

6.2.1  Spin Selling

6.2.2 Customer Centered Selling

6.2.3 Relationship Selling

6.2.4 Sell

6.2.5 Locate

6.2.6 Lau

6.2.7 Adapt

6.2.8 One of Selling

6.2.9 Handling Objections

6.3 Closing The Sale

6.4 Follow Up and Complaints

6.5 Personal Selling Process in Retail

6.6 Let Us Sum Up

6.7 Terminal Questions

Overview of Retail Promotions

7.0 Objectives

7.1 Introduction to Retail Promotion

7.2 Role of Retail Promotion

7.3 Objectives of Retail Promotion Mix

7.4 Retail Promotions and Communication Process

7.5 Cost-Effective Promotional Methods

7.6 Retailers Goals & Promotional Goals

7.7 The Promotional Mix Elements

7.8 Promoting the Retailer as a Brand

7.9 Let Us Sum Up

Advertising and Promotions

8.0 Objectives

8.1 Introduction

8.2 Fundamentals of Advertising

8.2.1 Need for Advertising

8.2.2 Advertising and the Modern World

8.2.3 Advertising Benefits r 8.2.4 Categories of Advertising

8.3 Retail advertising

8.3.1 Purpose

8.3.2 Media of Retail Advertising

8.3.3 Special Characteristics

8.4 Below the Line Advertising

8.4.1 Different Types of Literature

8.4.2 Pont of Sales (POS) Display Material

8.5 Sales Promotion

, 8.6 Retail Promotion Techniques %

8.7 Let Us Sum Up

8.8 Terminal Questions

In-Store Promotions and Management

9.0 Objectives

9.1 Introduction

9.2 Concept of Store Management

9.3 Types of Stores & Product Assortment

9.4 Services Offered by Retailers

9.5 Retail Chain Concept

9.6 Product Positioning

9.7 Promotional Methodologies

9.8 Let Us Sum Up

9.9 Terminal Questions

In-Store Objectives, Advantages, and Limitations

10.0 Objectives

1 0.1 Introduction

10.2 Why in-Store Promotion?

10.3 Promotional Objective Parameters

10.4 Objectives of In-Store Promotion

10.5 Growth of In-Store Promotion

10.6 Opportunities and Limitations of In-store Promotion

10.7 Let Us Sum Up

1 0.8 Terminal Questions

In-Store Promotions, Strategies, Budgets, and Evaluation

1 1.0 Objectives

11.1 Introduction

1 1.2 Strategy Formulation Basis and Budget Creation

11.3 Creation of a Marketing Budget

11.4 The Product (or Service)

11.5 Overall Price Strategies

1 1.6 Product Characteristics

1 1.7 Strategies for In-store Promotions

1 1.8 Customer Retention Schemes

11.9 Footfall Increase Management & Conversion to Sales Strategies

11.10 Let Us Sum Up

1 1.1 1 Terminal Questions

1 1.1 1 Some Retail Promotion Advertisement to Ponder

Types and Techniques of Sales In-Store Promotions

12.0 Objectives

12.1  Introduction

12.2 Store Positioning

12.3 Developing In-Store Promotional Programme

12.4 Determination of Promotional Objectives

12.4.1 Communication objectives

12..4.2 Sales objectives

12..4.3 Benefits of Promotional Schemes

12.5 Establishing an Overall Promotional Budget

12.5.1 Affordable Method

12.5.2 Percentage of Sales Methods

12.5.3 Objective Task Method

12..5.4 Competitive Parity Method

12.5.4 Design the Offer

12.6 Identify Sources of Sales Promotion

12.7 Tools and Techniques of In-Store Promotion

12.8 In-store Activities

12.9 Measuring In-store Effectiveness

12.10 Let Us Sum Up

12.11 Terminal Questions

Download Retailing Marketing and Communication

Retailing Marketing and Communication Book PDF DownloadDownload links
Overview of Retail MarketingDownload
Understanding Shoppers and Shopper’s BehaviourDownload
Personal SellingDownload
Customers and Customer’s NeedsDownload
Steps in Selling – IDownload
Steps in Selling – IIDownload
Overview of Retail PromotionsDownload
Advertising and PromotionsDownload
In-Store Promotions and ManagementDownload
In-Store Objectives, Advantages, and LimitationsDownload
In-Store Promotions, Strategies, Budgets, and EvaluationDownload
Types and Techniques of Sales In-Store PromotionsDownload

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Reference Books

  • Smart Things to Know about E-Commerces by Michael J. Cunningham
  • Retail Marketing by Siva Kumar
  • Communication For Retail Marketing by Ashraf Rizvi
  • Integrated Retail Marketing Communication by Sudhakar
  • Consumer Behaviour & Marketing Communication by S. H. H. Kazmi
  • Mastering Fashion Marketing by Tim Jackson
  • Retail Buying Techniques by Fiona Elliott

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