haku: @indexterm Product marketing / yhteensä: 44
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| Tekijä: | Burt, S. Davis, S. |
| Otsikko: | Follow my leader? Lookalike retailer brands in non-manufacturer-dominated product market in the UK |
| Lehti: | International Review of Retail, Distribution and Consumer Research
1999 : APR, VOL. 9:2, p. 163-186 |
| Asiasana: | UNITED KINGDOM MANUFACTURING PRODUCT MARKETING |
| Kieli: | eng |
| Tiivistelmä: | Retailer brands are a common feature of most retail sectors today, and have made an important contribution to the financial performance of Britain's retailers. Over the past two decades, as retailers have adopted the marketing approach in their business activities, the nature and role of retailer brands in marketing strategies has changed. This paper reviews the development of retailer brands in the grocery market, from their original position as product alternatives to leading manufacturer brands, to brand alternatives in their own right. |
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