Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments - Softcover

Softcover

ISBN 10: 1522593438 ISBN 13: 9781522593430

Publisher: IGI Global, 2019

Synopsis

Global economic scenarios are increasing in complexity due to the recent global financial crisis, globalization, the evolution of ICT, and the changing behaviors of consumers. This has made it difficult to predict trends and build strategies within the retail industry. As a result, long-term forecasts and schedules are not possible, and more research is needed to explore today's consumer profile and set the frameworks for future recovery strategies.

Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments is a pivotal reference source that provides practical insights into improving the understanding of complex retail environments and consumer shopping behaviors in order to predict trends and develop strategies for retailers in times of economic crisis. While highlighting topics such as consumer engagement, industry models, and market globalization, this publication explores qualitative and quantitative methods of interest and the multidisciplinary approaches revolving around the industry. This book is ideally designed for marketers, managers, practitioners, retail professionals, academicians, researchers, and students seeking current research on relationship marketing, digital marketing, service management, and complexity theories.

About this title

About the Authors

Giuseppe Granata , PhD in Management, is an Adjunct Professor of Business Communication and Relationship Marketing at the University of Cassino and Southern Lazio. Lecturer in several university, postgraduate courses including the Master in Marketing & Retail Management. Visiting professor in business management at the University of Paris-Est Creteil, in business communication at the University of Zaragoza and Tourism Marketing at Autonoma University of Madrid. Consultant in public and private companies. Member Editor and Reviewer of scientific journals and international conferences in the field of management. The main areas of research developed refer to communication and marketing strategies and the management of small and medium enterprises.

Andrea Moretta Tartaglione , Ph.D. in Business Management, is Assistant Professor of International Management and Business Management at the University of Cassino and Southern Lazio where he is Departmental Coordinator for International Relations. He is author of many publications in the research areas of Business Management, International Marketing and Service Management, published in international journals such as the International Journal of Retail & Distribution Management, Sustainability and the TQM Journal.

Edition details

• Publisher: IGI Global
• Publication date: 2019
• Language: English
• ISBN 10: 1522593438
• ISBN 13: 9781522593430
• Binding: Paperback
• Number of pages: 413
• Editor: Granata Giuseppe, Moretta Tartaglione Andrea, Tsiakis Theodosios