Content area
Full text
Books
Retail Marketing (2nd edition)
Peter McGoldrick
McGraw-Hill
2002
Keywords Retailing, Marketing, E-commerce
Review DOI 10.1108/09590550310465585
The publication in 1990 of the first edition of Peter McGoldrick's Retail Marketing was a significant landmark in marketing publishing in the UK. It was one of the first texts designed primarily for use in higher education that promoted the notion that marketing in a retail context merited consideration as a separate discipline. Other authors writing at around the same time (Collins, 1992; McDonald and Tideman, 1993) delineated the scope of the issues involved, or the process of developing a marketing plan, but McGoldrick's approach was unique in combining academic theory with a comprehensive selection of quantitative and qualitative data garnered from retailers, consultancies and market research organisations. He placed marketing at the centre of all retail activity and in so doing developed a text that teachers involved in a wide variety of university sector retail courses could legitimately recommend to students as core reading material.
However, by the end of the 1990s the retail environment had altered significantly and Retail Marketing had become dated. The overall market structure, retailer approaches to marketing and branding and consumer attitudes had all changed, leading to much of the data cited by McGoldrick being inaccurate...