Retail Power Plays: From Trading to Brand Leadership

Retail Power Plays: From Trading to Brand Leadership

by Andrew Wileman, Michael Jary
     
 

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When we think of brands, we think of "producer brands' such as Coca-Cola or Marlboro. In Retail Power Plays, Andrew Wileman and Michael Jary examine what they see as the biggest challenge, and the biggest opportunity, facing retailers in the U.S. and Europe; the development of strong "retail brands." They analyze the battle between retail and producer brand

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Overview

When we think of brands, we think of "producer brands' such as Coca-Cola or Marlboro. In Retail Power Plays, Andrew Wileman and Michael Jary examine what they see as the biggest challenge, and the biggest opportunity, facing retailers in the U.S. and Europe; the development of strong "retail brands." They analyze the battle between retail and producer brand power, suggesting that the retail brands are now catching up, and put forward strategies and implementation programs to help brand managers build and sustain their brands in response to these dramatic changes.

Editorial Reviews

Booknews
Describing the development of "retail brands" as the biggest challenge and opportunity facing retailers, this volume sets out the basics of retail brand management, including organizational structure and its effects. Also assessed is the potential impact of retail brand power on producer brands, how producers should respond, and the global and interactive future of retailing. Annotation c. by Book News, Inc., Portland, Or.

Product Details

ISBN-13:
9780814793312
Publisher:
New York University Press
Publication date:
08/01/1997
Pages:
256
Product dimensions:
6.39(w) x 9.48(h) x 1.21(d)

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