Introduction

This course explores how retailers make use of marketing to identify and communicate with their customers.

The course begins by creating a definition of retailing before exploring the importance of marketing with a retail context. The final part looks at how retailers might use marketing communications to interact and communicate with their customers.

As consumers, visiting retail stores is often part of daily life. We visit different kinds of stores and consume various goods and services that are essential to fulfil our needs. We interact and trade with shops of varying shapes and sizes, which offer different shopping experiences. Consider, for example, where you buy your groceries and where you get your hair cut.

This OpenLearn course is an adapted extract from the Open University course B122 An introduction to retail management and marketing .