Titlebook: Strategic Retail Management; Text and Internation Joachim Zentes,Dirk Morschett,Hanna Schramm-Klein Textbook 2017Latest edition Springer Fa

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Retail Branding and PositioningThis chapter will explain the concept of retail branding and the advantages of establishing and strengthening a retail brand. The chapter also discusses different retail brand architectures, approaches to measuring brand equity, the concept of brand positioning and principles of successful retail brand management.

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In-store MarketingThis chapter will highlight the importance of the store environment as part of the retail marketing mix. Options for store layout, the determinants and influence of store atmosphere and the allocation of space to merchandise are described.

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Vertical Players – Manufacturers and Verticals of a vertically integrated manufacturer/retailer. Traditional retailers are increasingly adopting vertical integration to innovate, conduct quality management and even produce products. The impact on retail competition will also be discussed.

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