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Anotace knihy

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 21st 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.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Business strategy

• Plný název: Retail Power Plays
• Podnázev: From Trading to Brand Leadership
• Autor: Andrew Wileman, Michael Jary
• Jazyk: Angličtina
• Vazba: Pevná
• Počet stran: 280
• EAN: 9780333685273
• ISBN: 033368527X
• ID: 04597580
• Nakladatelství: PALGRAVE MACMILLAN
• Hmotnost: 510 g
• Rozměry: 216 × 140 × 18 mm
• Datum vydání: 24. June 1997

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