"Retail Marketing in the modern age delves deep into contemporary retail marketing concepts and strategies that are instrumental in creating and building successful retail brands across the globe. Drawing from professional experience in retail industry, discusses the factors influencing the patronage behavior of customers in a lucid and accessible language. It essentially focuses on the traditional and extended retail marketing mix elements in the context of modern retailing. Although retailing in its various formats has been in existence in our country from time immemorial, much of it was confined to family or mom-and-pop stores. Now, various established business corporations are busy setting up shop and retailing goods and services in every nook and corner of India. They have a passion to be closer to consumers. At this time when the country’s retailing business is going through its phase of consolidation and modernization, there is a compelling need for those involved in retailing and those who intend to be involved to comprehend this phenomenon systematically so that they can practice it perfectly. This book commemorates the strategies of traditional retailers, underscores the ethos of the Indian retail business and unfurls factors responsible for its growth. It provides functional, time-tested inputs for the success of retailing in India by outlining the traditional and modern traits of the business and revealing the basic concepts and strategies of retailing. It will meet the requirements of the postgraduate students of management. The book provides a lucid explanation of essential concepts related to retail management. The text integrates theory with application and provides rich insights into the dynamics of the retail sector. "