Peter J. McGoldrick Knihy

This new authoritative text adopts an analytical approach to the subject of retail marketing, and provides comprehensive coverage of all topics included in undergraduate courses. In addition, original research findings are presented including new coverage of pricing, generics, concessions and own labels.

This book provides an overview of how the industry operates and describes the variety of jobs available. The responsibilities within design, technical and media roles are explained, supported by case studies of people currently working in companies from designer to high street level. Advice is provided on how to plan a career in each area.