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RETAILING IN THE 21ST CENTURY21世纪零售业

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最低价：￥559.80

定价：￥699.70

作者：ChrisThomas 著著

出版社：Oversea Publishing House

出版时间：2005-6-1

I S B N：9780471723202

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RETAILING IN THE 21ST CENTURY21世纪零售业

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559.80元

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内容简介

Say what you will about Wal-Mart and the retailing giants. According to authors Chris Thomas and Rick Segel, of Retailing in the 21st Century, there will always be room for a solid, well-run local store or regional chain with excellent service and or an interesting market niche. Thomas and Segel show students how to be that merchant.
This book will help students understand how to start a retail business from the ground up. The authors’ focus throughout the book is on being organized and purposeful and knowing every step of the way where the business is going and why. The major goals include learning to strategize, expect the best but prepare for the worst, create a positive work environment, and keep yourself and your staff motivated to find the best merchandise and offer it enthusiastically to your customers at a fair price. After reading this book, students will be prepared to be a successful retailer in the 21st century.

作者简介

Preface ix
CHAPTER 1 The Basics of Retailing
　SETTING UP A RETAIL BUSINESS
　MAKING THE DECISION
　WHY A RETAIL BUSINESS?
　THE LIFESTYLE IMPACT OF RETAILING
　FOCUSING ON YOUR DREAM
　GATHERING IDEAS
　CHAPTER SUMMARY
　DISCUSSION QUESTIONS
　ENDNOTE
CHAPTER 2 Branding Your Business
　BRANDING
　BRAND ASSOCIATION
　RECOGNIZING CUSTOMER TYPES
　THE MOTIVATION TO BUY
　CHAPTER SUMMARY
　DISCUSSION QUESTIONS
　ENDNOTES
CHAPTER 3 Retail Location and Design
　FINDING THE RIGHT SPACE
　WHERE DOES YOUR BUSINESS FIT?
　LOCATION AND THE 8-POINT RETAIL FILTER
　THE LANDLORD-TENANT RELATIONSHIP
　STORE DESIGN
　WALLS, CEILINGS, AND FLOORS
　GETTING DESIGN ASSISTANCE
　DISPLAY FIXTURES
　SATISFYING LANDLORDS AND BUILDING INSPECTORS
　CHAPTER SUMMARY
　DISCUSSION QUESTIONS
　ENDNOTES
CHAPTER 4 Business Planning and Structure
　COMPONENTS OF A BUSINESS PLAN
　CHOOSING A BUSINESS STRUCTURE
　A BOARD OF DIRECTORS
　GOVERNMENT REGULATIONS
　ENDLESS "LITTLE STEPS"
　ACCOMMODATING PEOPLE WITH DISABILITIES
　BEING PROACTIVE
　CHAPTER SUMMARY
　DISCUSSION QUESTIONS
　ENDNOTES
Chapter 4 Business Planning and Structure
Chapter 5 Creating Internal Systems
Chapter 6 Buying and Displaying Merchandise
Chapter 7 Hiring, Managing, and Legal Responsibilities
Chapter 8 Advertising
Chapter 9 Making the Sales
Chapter 10 Money Matters
Chapter 11 Retailing for the Global Marketplace
Glossary
Index