haku: @author Webster, F. E. Jr. / yhteensä: 4
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| Tekijä: | Webster, F. E. Jr. |
| Otsikko: | Understanding the Relationships Among Brands, Consumers, and Resellers |
| Lehti: | Journal of the Academy of Marketing Science
2000 : VOL. 28:1, p. 17-23 |
| Asiasana: | BRANDS CUSTOMERS RETAILING |
| Kieli: | eng |
| Tiivistelmä: | This article examines the historical evolution of the relationships among brands, consumers, and resellers in a world increasingly dominated by very large retail organizations with substantial power within the marketing channel. It is widely believed that manufacturers' brands are becoming less important as major retailers are becoming more powerful. This view is based on the mistaken assumption that brands are relationships with consumers, not resellers. Arguments about the decline of brands are often confused with arguments about changes in the brand management function. As major firms redefine their customer as the reseller, not the consumer, there are substantial implications for brand management and the role of the brand manager. |
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