Introduction PART ONE Getting to Grips with Retail01 The issues facing the UK retail trade todayPART TWO Creating Your Retail Marketing Plan02 Analysing and positioning your retail business in the existing market03 Generating a powerful SWOT analysis for your retail business04 Planning your retail marketing strategy05 Building your retail marketing mix06 Winning in retail -- know your market, know your customer07 Understanding the basic principles of shopping08 Attracting and retaining customers online, using on-brand content and social mediaPART THREE Effective Finance Planning and Control09 How to kickstart your retail business10 Generating a results-driven business plan11 A straightforward guide to sales, stock and profit12 Selection and management of retail systems and controlsPART FOUR Buying and Visual Merchandising13 Step one to procurement and merchandising: Understand your business and the marketplace you will be entering14 Efficient buying techniques to make money15 Controlling and measuring product performance and establishing KPIs16 Building and maintaining relationships in retail for long-term returns17 Understanding customers' behaviour and information overload: The need to make the product focused, visually clear and correctly price-positioned18 Maximizing customer feedback and the visual experience19 Visual merchandising: Managing space performance, layout and add-on selling to encourage purchase20 Creating your global signpost through online merchandisingPART FIVE Challenges for bricks-and-mortar retailers21 Understanding your lease -- and how local authorities can benefit you22 Why good today is not good enough in the current retail tradeConclusion: Your journeyGlossaryAppendixIndex