Retail Marketing (Concepts, Practices, and Emerging Trends)

Retailing occupies a central place in modern economies, acting as the vital link between production and consumption. Over the years, the retail sector has undergone profound transformation driven by economic liberalisation, technological advancement, changing consumer behaviour, and the integration of global markets. In countries such as India, retailing presents a unique landscape marked by the coexistence of traditional and organised formats, making its study both complex and intellectually engaging. This book is designed to provide a comprehensive and systematic understanding of retail marketing by integrating conceptual foundations, managerial practices, and contemporary developments. Structured into thirty-two chapters, the book covers the evolution of retailing, consumer behaviour, retail formats, marketing mix decisions, sales management, supply chain integration, digital retailing, ethics, sustainability, and emerging trends. Special emphasis has been placed on the Indian retail context while situating it within the broader global framework