Description

About the book

This book is designed to explain the concept of retailing and its major functions performed by the retailer consisting of all the activities involved in the marketing of goods and services directly to the consumers in 14 chapters. It also describes the various career opportunities that are created in the retail sector based on the levels of education and skills in a wide range of its activities. This book will help the reader to understand the concept of retail and retail marketing, the functions performed by a retailer, identify the career opportunities as a retailer, and understand the challenges of retailing in India.

About the Author

Dr T. Srinavasa Rao has spent more than 20 years in the education industry. He has taught a whole spectrum of students, from diploma school students to post-graduate students. He obtained his Ph. D in the field of Marketing; he is at present a faculty at Kakatiya University, India. He is Gold Medallist in M.Com and M.Phil. Programmes in the University. At the University College, he co-headed the business programme, and headed the marketing programme at different points in his career. He developed leadership qualities to build and foster co-operation, consensus and collaborative decision making.

Over his career, he has taught Marketing and Management modules like, Consumer Behaviour, Retail Marketing, Product and Brand Management, E-Business, Principles of Marketing, Organizational Behaviour, Creativity and Innovation at the Kakatiya University both at the undergraduate and postgraduate levels. He wrote and also edited a good number of study materials for undergraduate diploma and masters programmes. He designed the curriculum for management programmes. He has also presented papers at various national and international conferences, achieved best paper awards and published a number of research articles in academic journals. He is member of editorial board and reviewer for some international journals.