Anne-Sophie Binninger, a teacher-researcher in Marketing at NEOMA BS, has just published a new text book in French about retail marketing. “Confronted with a global battlefield à and previously unknown multi-channel competition, retail firms have to reinvent their marketing approach constantly if they are to satisfy consumers.
This work reviews the contemporary challenges of the retail industry clearly for students, using many illustrations. (...)

(...) It takes both a strategic and an operational perspective, and is structured in line with marketing course dealing with retail strategy in higher education management programmes (Business Schools, IUT, BTS, bachelor degrees, Master 1 & 2, Specialised Masters).”

Source: Publisher’s website, Gualino L’extenso, Zoom’s Collection

>> Find out more about the book (publisher’s website)

>> Anne-Sophie BINNINGER, Authorised to Supervise Research - Marketing Department, NEOMA Business School

La Distribution
Author: Anne-Sophie BINNINGER
Publisher: Gualino L’extenso
Collection: les Zoom’s
Number of pages: 227
24/09/2013