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Über dieses Buch

This book is devoted to the dynamic development of retailing. The focus is on various strategy concepts adopted by retailing companies and their implementation in practice. This is not a traditional textbook or collection of case studies; it aims to demonstrate the complex and manifold questions of retail management in the form of twenty lessons, where each lesson provides a thematic overview of key issues and illustrates them via a comprehensive case study. The examples are all internationally known retail companies, to facilitate an understanding of what is involved in strategic retail management and illustrate best practices.
In the third edition, all chapters were revised and updated. Two new chapters were added to treat topics like corporate social responsibility as well as marketing communication. All case studies were replaced by new ones to reflect the most recent developments. Well-known retail companies from different countries, like Tesco, Zalando, Hugo Boss, Carrefour, Amazon, Otto Group, are now used to illustrate particular aspects of retail management.



Functions, Formats and Players in Retailing


1. Retail Functions

This chapter explains the tasks of retailers within the distribution channel and recent trends surrounding these functions. This serves to demonstrate the complexity of retailers’ activities and explain their general role as intermediaries between suppliers and final customers.
Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein

2. Store-based Retailing – Food and Near-food

Retailers have various ways of meeting customer needs through the organisation and design of their retail outlets. This chapter describes the different types of retail institutions that represent different types of retail strategies for selling goods and services in the food and near-food sector.
Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein

3. Store-based Retailing – General Merchandise

This chapter discusses the main characteristics and empirical relevance of a variety of store formats applied in non-food retailing. The diverse forms of retail stores represent different strategies for selling goods and services and are a result of the diversity of product groups covered by the term “general merchandise”.
Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein

4. Online Retailing

This chapter discusses the main characteristics and empirical relevance of retailing over the Internet, known as “online retailing”. As well as traditional forms of online retailing via computers, the proliferation of technologies offering Internet access has broadened the range of online retailing formats, with customers now able to access online shops via numerous devices, including smartphones, tablets and Internet-enabled TVs.
Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein

5. Cross-channel Retailing

Cross-channel retailing is when retailers use a multiplicity of retail channels in parallel to sell their merchandise. This has long been a common strategy, but it has recently become more relevant because of new distribution channels, particularly the Internet.
Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein

6. Vertical Players – Manufacturers and Verticals

This chapter will describe the role of controlled and secured distribution systems in manufacturers’ channel strategies and explore the business model 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.
Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein

Strategic Marketing in Retailing


7. Growth Strategies

This chapter will introduce alternative routes to company growth for retailers. Ansoff’s matrix is introduced as a strategy tool. Outlet multiplication, cooperation and mergers and acquisitions are described as the basic alternatives for expanding retail store networks.
Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein

8. The Internationalisation of Retailing

This chapter will discuss the key themes surrounding the internationalisation of retailing. The chapter describes the various facets of international retailing and the scope of retailer internationalisation, considers the basic strategic options and methods for market selection and entry (going international) and reviews international retail marketing opportunities (being international).
Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein

9. Retail Branding and Positioning

This 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.
Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein

10. Corporate Social Responsibility

Contemporary society expects companies to act responsibly and sustainably. This has led to the development of business ethics concepts, such as corporate social responsibility (CSR), which influence every activity in the retail value chain, both downstream and upstream. This chapter describes the ethical framework of CSR and its consequences for retailers.
Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein

Marketing Mix in Retailing


11. Store Location – Trading Area Analysis and Site Selection

Epitomised by the oft-cited saying that the three most important success factors in retailing are “location, loca-tion, location”, store location is one of the most important elements in retail marketing strategy, because it is a long-term decision associated with long-term capital commitment. Site selection, therefore, requires distinct planning processes to solve complex location decisions. This chapter focuses on brick-and-mortar retail outlets, discussing the different types of retail locations, the main elements of location decisions and techniques for assessing retail sites.
Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein

12. Merchandise and Category Management

This chapter will explain the different attributes of a retailer’s merchandise mix and the factors to consider when merchandise planning. The chapter discusses the merchandise mix, the development and importance of store brands and the integration of merchandise planning into the broader process of category management.
Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein

13. Pricing

This chapter will discuss the main features of pricing in retailing. The chapter describes the basic methods of calculating a retail price, the structure of a retailer’s prices and the dynamics and psychology of pricing. It concludes with some Internet-related aspects of pricing.
Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein

14. Marketing Communication

Marketing communication is an important element of the retail marketing mix and involves all instruments and activities used to communicate with the customer. While retailers’ marketing communication focuses on customers, notably on consumers, market communication or corporate communication targets all stakeholders, i. e., shareholders, suppliers, trade unions, non-profit organisations, employees, etc., and includes public relations or corporate affairs, among others. This chapter focuses on marketing communication and describes the wide and growing range of media and communication elements and the importance of building an integrated retail marketing communication strategy.
Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein

15. In-store Marketing

This 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.
Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein

16. Customer Relationship Management

Building enduring relationships with customers has become a prime strategic objective of retail marketing. The goal of this chapter is to explain the paradigm of relationship marketing and introduce the underlying principles of customer value, the relationship lifecycle and the constructs of customer loyalty and customer satisfaction. In retailing, loyalty programmes are manifestations of customer relationship management.
Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein

Buying, Logistics and Performance Measurement


17. Buying – Strategy and Concepts

This chapter will examine the importance of retail buying, along with its external environment, characteristics and instruments. It will discuss traditional and non-traditional forms of buying and contrast different buying situations. Buying processes and their impact on performance measurement will also be discussed.
Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein

18. Logistics – Physical Distribution

This chapter considers the strategic role of logistics in retail management, particularly the issues that provide the context for structuring logistical systems and designing processes. Alternative logistics models for online purchases will also be discussed.
Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein

19. Logistics – Supply Chain Management and Information Management

This chapter discusses supply chain management, a major strategic approach for retailers. Efficient consumer response is discussed as a collaborative approach to supply chain management, with a focus on logistics activities. Information technology is a major enabler of supply chain activities. Therefore, the general principles of information management in retail companies, in a logistics context, are outlined.
Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein

20. Monitoring Operational and Financial Performance

This chapter will consider the relationships between retail strategy and performance, review the balance between and tools for managing productivity and effectiveness, inventory and supply chain evaluation, profit and turnover evaluation and financial performance evaluation and consider new conceptual frameworks.
Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein


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