Retail Power Plays
ISBN:
978-0-333-68527-3
Auflage:
1997
Verlag:
Palgrave Macmillan UK
Land des Verlags:
Vereinigtes Königreich
Erscheinungsdatum:
24.06.1997
Format:
Hardcover
Seitenanzahl:
280
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How can retail brand power be built and maintained? What are the implications of this for 'producer brands' like Coca-Cola? How will retailing look in the twenty-first century? This book sets out strategies and implementation programmes for building strong brands in retailing, to create competitive differentiation and superior financial returns. It begins with an analysis of how retail and 'own label' brands have leap-frogged traditional producer brands. The authors argue that this is changing the consumer goods industry. To meet these new challenges, the book sets out action plans and examines branding strategies in a number of different market sectors. It also uses analysis and case-studies from around the world, particularly the USA, Europe and Japan.
Schlagwörter
