Purpose – In “Social media’s slippery slope: Challenges, opportunities and future research directions,” Schultz and Peltier (2013) asked “whether or how social media can be used to leverage consumer engagement into highly profitable relationships for both parties.” The purpose of...

1. Understanding customers : how they think and how they behave -- 2. Accountability : marketing's biggest challenge -- 3. Communicating with customers in a fragmented marketplace -- 4. The right message to the right audience at the right time.

Chapter 1: A Holistic Model of Retail Marketing and Communications -- Chapter 2: Understanding Retail Consumers -- Chapter 3: Understanding Consumer Behaviors -- Chapter 4: Artificial Intelligence Applications -- Chapter 5: Privacy and Data Sharing -- Chapter 6: Manufacturer Relationships and...