According to Lamb, Hair and McDaniel in Marketing (8th edition, Thomson South-Westernl, 2006), Retailing entails all the activities directly related to the sale of goods and services to the ultimate consumer for personal, nonbusiness use. The retailing industry is one of the largest employers; over 1 million retailers employ more than 15 million people in the US, which is 11.7% of US employment. And nearly 13% of all US businesses are considered retail. A retail establishment can be classified according to its ownership, level of service, product assortment and price. Retailers use the latter three variables to position themselves in the competitive marketplace. These three variables can be combined in several different ways to create distinctly different retail operations and shopping experiences.
- MKTG3154 Communication and Promotion (Fall/Spring: 3)
- MKTG3153 Retailing (Spring: 3)
- MKTG3158 Product Planning and Strategy (Spring: 3)
- MKTG2152 Consumer Behavior (Spring 3)
BA, Hunter College
MBA, Babson College
PhD, Texas A&M University