This book discusses the various elements of retail marketing mix in detail that are effectively supported with lots of illustrations and examples that facilitate wholesome learning of the subject. The book starts off with an introduction to service marketing and managing services and then delves deeper into each and every Ps of retail marketing mix.
Students of BBA, MBA and various certificate programs on retailing will find this book not just interesting but engaging and insightful. The compact chapterization of the book coupled with the lucidity with which it has been written will propel faster and more effective learning of the subject.