Marketing to the Retail Trade
Randall, Geoffrey
Marketing to the Retail Trade - Oxford : Butterworth heinemann, ©1990. - xii, 168 pages
Index annexed
The problem; understanding your customers; retailers' brands; technology and information; bringing the information together; strategic issues for manufacturers; implanting customer thinking; designing the organization; building customers into planning and operation; internationalization; the future. Appendix- Retailer's brands
Part of a series on marketing, this book is aimed at consumer goods manufacturers faced with the challenge of increased retailer power. It identifies key trends and the issues arising out of them, assesses the implications for manufacturers and poses managers' crucial questions.
9780750604031
Retail trade.
658.8 / RAN
Marketing to the Retail Trade - Oxford : Butterworth heinemann, ©1990. - xii, 168 pages
Index annexed
The problem; understanding your customers; retailers' brands; technology and information; bringing the information together; strategic issues for manufacturers; implanting customer thinking; designing the organization; building customers into planning and operation; internationalization; the future. Appendix- Retailer's brands
Part of a series on marketing, this book is aimed at consumer goods manufacturers faced with the challenge of increased retailer power. It identifies key trends and the issues arising out of them, assesses the implications for manufacturers and poses managers' crucial questions.
9780750604031
Retail trade.
658.8 / RAN