Managing Retail Consumption

Preface

Acknowledgment

Introduction

PART 1 INTRODUCTION AND CONTEXT : THE ROLE AND HISTORY OF RETAIL CONSUMPTION

Retailing History

The Birth of Modern Consumption

Consumption, Signs and Symbols

PART 2 MANAGEMENT OF THE ARENA OF RETAIL CONSUMPTION

A Dramaturgical View-Elements of the Drama: A Question of Perspective

The Servuction Model and its Extensions

The Physical Environment

Merchandise

Atmosphere and Image

The Social Dimension

The Temporal Dimension

Customers' Psychological State

PART 3 THE RETAIL ENTERPRISE IN CONTEXT

The Strategic Context

Service Characteristics and Context

The Locational Context

The Social and Ecological Context

PART 4 THE RETAIL FUTURE

Conclusions and Prognosis

Index

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• Comercio do retalho
• Gestão e técnicas de gestão
• Vendas e marketing

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