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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 twenty-first 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.
Lebendig und anschaulich zeigen die Autoren, wie starke
Markenpositionen von Handlern zu Markenfuhrerschaft ausgebaut
werden und welche zentrale Rolle Eigenmarken, direkte
Kundenbeziehungen, Internationalisierung und Internet dabei
spielen. "Marken-Power" ist das erste Buch zu diesem wichtigen
Thema - eine Pflichtlekture fur innovationsorientierte
Fuhrungskrafte in Einzelhandel und Konsumguterindustrie.
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