As more producers' outlets are dominated by the main retail groups, manufacturers have to sell to the trade first to get space on retailers' shelves alongside own label products. The case for marketing to the trade is increasing and changing, and this
book develops and provides strategies for this area of marketing.
Manufacturers have two - and only two - strategies for success: *build and maintain strong brands *deliver outstanding customer service to retailers. The first has been neglected recently, which will create disastrous consequences in the medium to long
term and the second forces companies to change not only their strategies, but their culture and organizational structures. The book is intended for practitioners and managers who are responsible for finding practical solutions to real problems. Key
trends and real issues arising out of them will be familiar to those responsible for marketing in the FMCG section as well as to students of marketing.
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
The problem; Brands - the unique strategic response; Understanding your customers; Retailers' brands; Technology and information; Bringing the information; Implanting customer thinking; Designing the organization; Building customers into planning and operation; Internationalization; The future; Appendices; Index.
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
Descrizione libro Butterworth-Heinemann, 1994. Paperback. Condizione libro: New. Codice libro della libreria P110750620129
Descrizione libro Butterworth-Heinemann, 1994. Paperback. Condizione libro: New. 2. Codice libro della libreria DADAX0750620129