What is the external marketing environment?
14 min
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40 min
1. The scope and nature of retail marketing- Prof. Steve Burt
- Archived Lectures *These may not cover the latest advances in the field
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36 min
2. The Nordstrom way to customer service excellence- Mr. Robert Spector
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37 min
3. Multichannel challenges for retail marketers- Dr. Jonathan Reynolds
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41 min
4. Retailer-supplier relationships- Prof. John Fernie
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28 min
5. Understanding the retail customer- Mr. Jonathan Banks
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18 min
6. Retail advertising and promotion- Dr. Ian Phau
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44 min
7. India: retail and consumer- Mr. Arvind Singhal
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39 min
8. The retailer as a brand- Mr. Clive Woodger
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42 min
9. Evaluating retail locations- Dr. David Rogers
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45 min
10. Managing retail customer relationships- Prof. Merlin Stone
Printable Handouts
Navigable Slide Index
- Introduction
- Agenda
- Acknowledgements
- Retail image
- Image and information advertising
- The customer/brand challenge
- Basic premise of strong brand (1)
- Basic premise of strong brand (2)
- How to make a strong brand
- Brand elements
- Logos and symbols
- Jingles
- Packaging
- Benefits of brand elements
- Core brand values
- Brand mantras
- Designing a brand mantra
- Traditional marketing for retailers
- Price
- Brand mindset
- Role of advertising and promotion (1)
- Role of advertising and promotion (2)
- Designing "communications" programs
- Consumer advertising and promotion
- B to B advertising and promotion
- Challenge
- Personalized marketing
- Experiential marketing
- Scent marketing
- Permission marketing
- Secondary associations
- Associating the brand's country of origin
- Co-branding
- Celebrity endorsement
- Sponsorships and events (1)
- Sponsorships and events (2)
- Summary
Topics Covered
- The challenges in retail advertising and promotion
- Branding and its implications on customers
- The use of advertising and promotion in forming customer relationships
- Specific discussion on the design of marketing programs and the alternative marketing tools and strategies
Talk Citation
Phau, I. (2009, February 25). Retail advertising and promotion [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved October 30, 2025, from https://doi.org/10.69645/NKYD1498.Export Citation (RIS)
