Objective of the Book

This book has a definite objective to combine a treatment of general marketing methods and principles with a more detailed treatment of retailing, particularly the operation of small and medium-size stores.

Understanding Retailing

It is believed that one cannot properly understand retailing without some knowledge of market economics and wholesaling. Students will understand retail store operation better if they first secure a general knowledge of the field of marketing and know the place of retailing in the overall picture.

Approach to Retailing

Therefore, market economics, the physical handling of goods, and wholesaling are treated before the discussion of retailing is begun.