Includes bibliographical references and index.

You and small business retailing -- A framework for your retail marketing strategy -- How to define your target market -- How to deal with your business environment -- How to plan your retail product strategy -- How to plan your retail place strategy -- How to plan your retail price strategy -- How to plan you retail people strategy -- How to fit it all together : your total retail marketing strategy -- How to manage your retail marketing program

If you are interested in small business retailing, this book was written for you. It is a marketing book for small retailers of consumer goods and services. It adapts the consumer-oriented marketing concept (which has proven so successful for many large firms) to fit the needs of small retailers.