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Mason, Joseph Barry.

Modern retailing : theory and practice / J. Barry Mason, Morris L. Mayer. - 5th ed. - Homewood, IL : BPI/Irwin, c1990. - xx, 826 p. : ill. ; 24 cm.

Includes Index

Classification, trends and explanation of institutional change 2
Strategic planning: the search for differential advantage 46
Marketing strategy and competitive alternatives 82
Retail decision support system 126
Socioeconomic, competitive and technological environments 168
Legal, public policy, and ethical influences on competitive strategy 212
Consumer shopping behavior and competitive strategy 250
The financial plan 296
Organizational structure and the human resources plan 340
The merchandise plan 388
Strategic issues in merchandise inventory procurement and distribution 472
Communications strategy: advertising sales promotion and publicity 518
Communications strategy: customer support services 564
The presentation strategy: store layout and merchandise presentation 608
Channel strategy 708
Assessing the effectiveness of strategy development amd implementation: control and evaluation 750
Index 813


ISBN: 0256079595

ISSN: 9780256079595

Subjects--Topical Terms:
Retail trade.

LC Class. No.: HF5429 / .M328