In this book, comprehensive coverage of major retailing topics and contemporary issues in retailing and branding is provided, including many cases and practical examples. It introduces the topic of strategic planning in retailing and fundamentals in the marketing mix. The book also explores e-tailing and digitalization. Additionally, trends and developments in consumer behavior and purchase decisions, especially in the fast-moving consumer goods market, are explained. Furthermore, it focuses on strategic brand management and branding decisions in general, particularly within the retail landscape.