Retail Marketing in the Modern Age

Retail Marketing in the Modern Age explores contemporary concepts and strategies essential to building successful retail brands globally.The book captures the essence of modern retail marketing by examining both traditional and extended elements of the retail mix in today’s dynamic, evolving business environment.It provides a comprehensive understanding of how digital transformation, driven by technologies such as AI, ML, VR, AR, IoT, blockchain, cloud computing, and data analytics, along with advanced PoS systems, CRM platforms, ERP systems, and RFID technology, is reshaping integrated marketing communication, brand campaigns, merchandise management, category management, assortment planning, personalization, and the shopping experience, reflecting the purpose and promise of a brand. Focusing on emerging trends, the book explores new formats and business models, with emphasis on omnichannel retailing and its key constituents.It also addresses the tangible and intangible aspects of reta