Titlebook: Retail Power Plays; From Trading to Bran Andrew Wileman,Michael Jary Book 1997 Palgrave Macmillan, a division of Macmillan Publishers Limit

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Managing Multiplicity: The Detail in Retailtes, and the difficulty that this multiplicity creates for retail brand management. We compared the two dozen or so attributes of the Mars Bar brand with the millions of attributes of the Tesco brand — the customer’s experience of Tesco being a combination of all the products she buys there (range,

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Investing in the Brand-Customer Relationshipnd-customer relationship. Mass marketing, as with producer brands, can and is used to communicate and position the brand with consumers; but retailers have a greater capacity than producers to use an even more powerful tool, namely the building of direct customer relationships.

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Managing Multiplicity: The Detail in Retailith the millions of attributes of the Tesco brand — the customer’s experience of Tesco being a combination of all the products she buys there (range, price, quality, etc.), the shopping environment and the service level. We also observed the very high rate of change in attributes of a retail brand, given line and staff turnover.

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Book 1997brands. The authors argue that this is changing the consumer goods industry.To meet these new challenges, the book sets out action plans and examines branding strategies in a number of different market sectors. It also uses analysis and case-studies from around the world, particularly the USA, Europe and Japan.

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producer brands. The authors argue that this is changing the consumer goods industry.To meet these new challenges, the book sets out action plans and examines branding strategies in a number of different market sectors. It also uses analysis and case-studies from around the world, particularly the USA, Europe and Japan.978-1-349-14378-8

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