by Lothar Müller-Hagedorn, Martin Natter · Kohlhammer Verlag · tapa blanda · ISBN 9783170211230
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«Handelsmarketing» is the retail marketing handbook by Lothar Müller-Hagedorn and Martin Natter (Kohlhammer Verlag, paperback, 492 pages, in German).
Handbook on strategic and operational marketing planning in retail. It presents the theoretical and methodological foundations and reviews format and location choice, category management, assortment, pricing, advertising and store design. It also covers e-commerce and customer loyalty.
«Handelsmarketing» is the updated fifth edition, published in 2011, in the Kohlhammer Edition Marketing series.
Reference work for students and professionals in marketing, economics and commercial management.
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