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Retail Marketing Management

Retail Marketing Management
The 5 Es of Retailing

January 2019 | 200 pages | SAGE Publications Ltd

This new title presents 5 new frames through which students and practitioners can understand and approach the evolving environment of retailing today: Entrepreneurial mindset, Excitement, Education, Experience, and Engagement.

Due to the influence of online shopping, social media, retailing analytics, and the growth of mobile shopping, the retail business environment has had to evolve dramatically in recent years. Dhruv Grewal believes that this change in the retail market means the marketing mix, or 4Ps definition, must be transformed. In its place, Grewal introduces the 5Es retail Management framework - a new perspective for retailers to follow in order to be innovative and to ensure ongoing success.

The book provides insights and ideas from retailers across the world to reinforce this new perspective, and offers direct examples of best practice from leading retailers such as Amazon, Victoria’s Secret, Kroger, Tesco, Zara and Groupon amongst others.

The book is complemented with a selection of online resources that include PowerPoint Slides, Video links and Testbanks.

Suitable reading for students of retail marketing.

Chapter 1: The Innovative Retailer
Chapter 2: The Entrepreneurial, Innovative, and Customer-Centric Mindset
Chapter 3: Value Creates Excitement
Chapter 4: Creating Excitement Using Store Brands
Chapter 5: Creating Excitement and Enhancing Education Using Social Media
Chapter 6: Education: The Service Edge
Chapter 7: Experience: In-Store, Across Channels
Chapter 8: Engaged Customers Are Loyal
Chapter 9: Innovative Retail Analytics for Engagement
Chapter 10: Concluding Thoughts


Click for online resources

Online resources:

  • PowerPoint Slides
  • Video links
  • Testbank

"Consolidation and technological change are two factors that have been central to the transformation of retailing in recent years. In this book Dhruv Grewal, the leading retail scholar provides ample evidence of how successful retailers have used their entrepreneurial mindsets to make use of these developments. The cutting-edge examples of how to excite, educate, enhance their experiences, and engage customers using retail technology, social media and analytics are both inspiring and practically useful. Grewal’s book provides valuable guidance."


Claes-Göran Sylvén, Roland Fahlin and Jens Nordfält
ICA Group and Bath University

“The practice of modern retailing has changed much more rapidly than our frameworks and managerial insights. Dhruv Grewal has presented us with a new organizing framework to shape our views of modern retailing and supports it with lots of interviews and examples from today’s retailing leaders.  For those who are working to shape the future of retailing, this book will serve as a must-read volume that will become a mandatory guidebook.”

Leonard A. Schlesinger
Harvard Business School

“The 5 Es of Retailing highlights how leading retailers apply innovative mindsets and harness the power of digital, technology and data, to create and transform their businesses. The concepts and ideas shared by Dhruv Grewal in this book will inform retailers, manufacturers and consultants in the development of forward-looking strategies.”

Ronny Jatinder Bindra
Deloitte Consulting

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ISBN: 9781526446855

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