Retail Marketing has been specifically written for tertiary students of retailing at either undergraduate or postgraduate level. The main aim of this textbook is to take students on an exciting and enjoyable journey through the major aspects of retail marketing in the Australian and New Zealand environments. It would also be suitable for business people anywhere in the supply chain who want to understand contemporary retailing theory and practice, and could also be an excellent resource for executive development programs.As the retailing world continues to change dramatically and irrevocably, the best way for retailers to succeed in such a turbulent context is to have sharper, more purposeful retail strategies underpinned by retailer branding and innovation.