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Marketing to the Retail Trade

By: Randall, GeoffreyMaterial type: Text

Contents:

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

Summary: 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.

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Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Lending Books	Main Library Stacks	Reference	658.8 RAN (Browse shelf(Opens below))	Available		008175

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Index annexed

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.

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