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| Author: | Panzer, S. |
| Title: | Die Partievermarktung im Einzelhandel. Ein Konzept zur Massenvermarktung von Einzelartikeln. (!Discount prices) |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1988 : FEB, VOL. 10:1, p. 25-32 |
| Index terms: | SALES METHODS PRODUCT POLICY PRICING |
| Language: | ger |
| Abstract: | In an era of merchandising the short-term marketing of standard products at discount prices is nothing unusual. But there are a lot of discussions going on regarding the mass marketing of single generic fringe products. The present paper explains the concept of this type of marketing with special respect to the retail trade. The mass marketing of single generic fringe products can only be successful if it is in accordance with the company's usual product line. |
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