IGNOU BRL-02 Help Book Retail Marketing and Communication in English – DIR Retailing Latest Edition Guide and Study Material.

Block 1 – All Units
Overview of Retail Marketing
Understanding Shoppers and Shoppers’ Behavior
Personal Selling
Customer and Customer’s Needs
Steps in Selling-I
Steps in Selling-II
Overview of Retail Promotions
Advertising and Promotion
In-store Promotion and Management
In-store Objectives, Advantages and Limitations
In-store Promotions, Strategies, Budgets and Evaluation
Types and Techniques of Sales In-store Promotions