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Retail Management is a comprehensive textbook specially designed to meet the requirements of MBA students specializing in marketing. It explores the key concepts of retail management through several managerial examples, case lets, and detailed case studies. All the important components of retail management have been covered. These include: understanding the retail organization, understanding the behavior of retail customers, promotion and marketing mix strategies for retail, and merchandising. Beginning with an overview of retailing concepts, the book discusses retail formats and the retail franchising system. It goes on to explore the Indian retailing scenario and the issues and challenges faced by retail chains and stores. The book focuses on retail location strategy, customer service, communication, and relationship marketing. Also discussed in detail are: the concept and role of retailing, rural markets for retail, consumer buying behavior, product and merchandise management, and atmospherics and layout planning of retail outlets. Users shall find this textbook highly useful for its application of theoretical concepts explained through illustrative examples, relevant case-lets, clear illustrations, and flowcharts. Salient Features contains classroom-tested cases from international as also Indian chains and stores includes examples and case-lets in key areas of retail management provides chapter-end concept review questions, and classroom and field projects such as group discussion and analytical reporting includes useful appendices containing the relevant provisions and formats of the Shops and Establishments Act, Central Sales Tax Act, Consumer Protection Act, The Prevention of Food Adulteration Act, The Standard Weights and Measures Act, Sale of Goods Act, The Essential Commodities Act, and Service Tax rules