Modern retail marketing

Retail is one of the most important areas of the market in the Czech Republic. It is not just a classic business model, but an important marketing link – retailers are building new comprehensive marketing strategies and marketing communications. This affects not only the market as a whole, but also the business and marketing of trading companies operating in the market.

This book provides a detailed analysis of the retail marketing environment, all the key factors and their structural treatment into a comprehensive material. The study has not only theoretical but also practical implications and provides the basic building blocks for the development of retail marketing and communication strategies and tactics by individual members of the retail market.

The book is ideal as a textbook for students of marketing, but it will also find its application among the general professional public.