haku: @indexterm CONSUMER GOODS / yhteensä: 236
viite: 139 / 236
| Tekijä: | de Kare-Silver, M. |
| Otsikko: | Brand flakes |
| Lehti: | Management Today
1990 : NOV, p. 119-122 |
| Asiasana: | ADVERTISING CONSUMER GOODS BRANDS RETAILING ORGANIZATIONAL STRUCTURE STRATEGY UNITED KINGDOM |
| Kieli: | eng |
| Tiivistelmä: | Manufacturers of packaged goods are under attack from all sides. Traditional methods of branding, such as heavy advertising are less effective as costs soar. The alternative, of pushing brands through the trade is hardly more rewarding. Therefore, manufacturers have to find alternative methods to market products. Retailers are demanding fatter margins and higher fees for promotion. Attempts have to be made to resolve inner conflicts of manufacturers in order to get the organization structure right. Today's structures of packaged goods' manufacturers are frequently cumbersome, full of mini-empires in Great Britain. The essence of the push strategy and of the pull strategy is presented. |
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