| Careers in Retail Marketing | p. 2 |
| Exploring Retail Marketing | p. 4 |
| What Is Retail Marketing? | p. 4 |
| Classifying Product and Service Retailers | p. 12 |
| Preparing for a Career in Retail Marketing | p. 21 |
| Starting Your Career | p. 30 |
| Getting a Job in Retail Marketing | p. 30 |
| Earning Your Salary | p. 38 |
| Planning for Career Advancement | p. 44 |
| Looking Ahead | p. 52 |
| Ownership and Management Opportunities | p. 52 |
| Preparing for Management | p. 60 |
| Preparing for Entrepreneurship | p. 66 |
| Marketing and Economics | p. 74 |
| Examining the Marketing Concept | p. 76 |
| Private Enterprise and Profits | p. 76 |
| Serving the Changing Consumer Market | p. 85 |
| Consumer Behavior and Lifestyles | p. 92 |
| Considering Economic Factors | p. 100 |
| Obtaining Marketing Information | p. 100 |
| Marketing Environments | p. 108 |
| Government's Role in Retail Marketing | p. 116 |
| Developing Retail Marketing Strategies | p. 127 |
| Retail Marketing Trends | p. 127 |
| The Marketing Information System | p. 140 |
| Creating a Marketing Plan | p. 147 |
| Human Resources | p. 158 |
| Assessing Your Interpersonal Skills | p. 160 |
| Understanding Yourself | p. 160 |
| Getting Along With Your Co-workers and Supervisors | p. 166 |
| Communicating Effectively | p. 173 |
| Enhancing Your Customer Relations | p. 184 |
| Developing a Customer Service Attitude | p. 184 |
| Creating a Positive First Impression | p. 189 |
| Communicating With Customers | p. 195 |
| Developing Retail Marketing Personnel | p. 205 |
| Supervising the Retail Worker | p. 205 |
| Training Retail Marketing Employees | p. 214 |
| Building the Retail Marketing Team | p. 223 |
| Selling | p. 232 |
| Understanding the Selling Function | p. 234 |
| Analyzing Retail Selling | p. 234 |
| Developing Product and Service Competencies | p. 242 |
| Setting the Stage in Personal Selling | p. 250 |
| Helping Customers Buy Wisely | p. 259 |
| Identifying Customer Wants and Needs | p. 259 |
| Demonstrating Products and Services | p. 265 |
| Helping Customers Make Buying Decisions | p. 273 |
| Using Consumer Credit as a Selling Tool | p. 285 |
| Developing a Sales Force | p. 299 |
| Maintaining the Right Corporate Image | p. 299 |
| Measuring Sales Performance | p. 306 |
| Coping With Change Through Personal Selling | p. 314 |
| Promotion | p. 325 |
| Learning About Promotion | p. 326 |
| Promotion in Retail Marketing | p. 326 |
| Promotion Goals | p. 335 |
| Special Promotion Activities | p. 343 |
| Promotion Methods | p. 353 |
| Developing Effective Advertising | p. 353 |
| Visual Merchandising | p. 363 |
| Creating Effective Displays | p. 372 |
| Managing Promotion | p. 381 |
| Determining Promotion Objectives | p. 381 |
| Establishing a Promotion Budget and Schedule | p. 389 |
| Implementing The Promotion Plan | p. 395 |
| Merchandising and Operations | p. 406 |
| Processing the Product or Service | p. 408 |
| Receiving and Checking Merchandise | p. 408 |
| Marking Merchandise and Stockkeeping | p. 417 |
| Maintaining Security and Controlling Theft | p. 425 |
| Recording Sales Electronically | p. 433 |
| Pricing and Inventory Control | p. 445 |
| Understanding Pricing Policies | p. 445 |
| Calculating Retail Prices | p. 452 |
| Inventory Control | p. 457 |
| Developing Merchandising Strategies | p. 469 |
| Analyzing Stock Turnover | p. 469 |
| Buying for a Profit | p. 475 |
| Obtaining the Best Terms | p. 480 |
| Preparing the Merchandise Plan | p. 488 |
| Planning for Entrepreneurship | p. 498 |
| Beginning Your Business Plan | p. 500 |
| Identifying Your Business Opportunities | p. 500 |
| Developing Your Business Plan | p. 507 |
| Developing Your Marketing Plan | p. 512 |
| Organizing Your Business Operations | p. 522 |
| Selecting Your Location | p. 522 |
| Planning the Design and Layout | p. 530 |
| Preparing Your Organization Plan | p. 538 |
| Completing Your Business Plan | p. 547 |
| Understanding Financial Statements and Ratios | p. 547 |
| Obtaining Financing | p. 554 |
| Planning Your Grand Opening | p. 563 |
| Table of Contents provided by Syndetics. All Rights Reserved. |