TY  - BOOK
AU  - Randall, Geoffrey 
TI  - Marketing to the Retail Trade
SN  - 9780750604031 
U1  - 658.8 
PY  - 1990///
CY  - Oxford : 
PB  - Butterworth heinemann, 
KW  - Retail trade
N1  - 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
N2  - 	
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
ER  -