Marketing to the Retail Trade (Marketing Series)

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9780434917198: Marketing to the Retail Trade (Marketing Series)

Part of a series on marketing, this book is aimed at consumer goods manufacturers faced with the challenge of increased retailer power. It identifies key trends and the issues arising out of them, assesses the implications for manufacturers and poses managers' crucial questions. Some basic description is given of such things as EPOS, DPP and space management for the benefit of those who have not come across them and will be of value to anyone studying marketing in a polytechnic or university business school. The book begins with a description of the current situation. It attempts to sort reality from some of the myths surrounding the relationship between manufacturers and retailers. It concludes that retailer power is here to stay in most markets in most countries, and that manufacturers must adapt to this fact. The newer techniques of direct product profitability and space management are discussed. The need to identify who in the customers' organizations you should be in contact with is described, and the need to plan and manage the relationship is argued. A step-by-step approach to organization design is set out, followed by a discussion of possible structures. The book ends with a checklist of the actions which all manufacturers should be taking in order to cope with the challenges of the future.

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Randall, Geoffrey
Published by Heinemann Professional (1990)
ISBN 10: 0434917192 ISBN 13: 9780434917198
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Book Description Heinemann Professional, 1990. Paperback. Book Condition: Used; Good. Dispatched, from the UK, within 48 hours of ordering. This book is in good condition but will show signs of previous ownership. Please expect some creasing to the spine and/or minor damage to the cover. Bookseller Inventory # CHL2190752

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Randall, Geoffrey
Published by Heinemann Professional (1990)
ISBN 10: 0434917192 ISBN 13: 9780434917198
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Book Description Heinemann Professional, 1990. Paperback. Book Condition: Very Good. Very Good condition with no significant faults. Clearly used but very few minor defects. Will look good on your book case after reading but may not be suitable as a present unless hard to find elsewhere SECURE DAILY POSTING FROM UK. 30 DAY GUARANTEE. Bookseller Inventory # mon0002416980

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Geoffrey Randall
Published by Heinemann Professional 01/07/1990 (1990)
ISBN 10: 0434917192 ISBN 13: 9780434917198
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Book Description Heinemann Professional 01/07/1990, 1990. Book Condition: Very Good. Shipped within 24 hours from our UK warehouse. Clean, undamaged book with no damage to pages and minimal wear to the cover. Spine still tight, in very good condition. Remember if you are not happy, you are covered by our 100% money back guarantee. Bookseller Inventory # 6545-9780434917198

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Geoffrey Randall
Published by Heinemann Professional 01/07/1990 (1990)
ISBN 10: 0434917192 ISBN 13: 9780434917198
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Book Description Heinemann Professional 01/07/1990, 1990. Book Condition: Very Good. This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. . Bookseller Inventory # 7719-9780434917198

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Geoffrey Randall
Published by Heinemann Professional (1990)
ISBN 10: 0434917192 ISBN 13: 9780434917198
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Book Description Heinemann Professional, 1990. Paperback. Book Condition: Good. Marketing to the Retail Trade (Marketing S.) This book is in good or better condition. It has no tears to the pages and no pages will be missing from the book. The spine of the book is still in great condition and the front cover is generally unmarked. It has signs of previous use but overall is in really nice, tight condition. Shipping is normally same day from our UK warehouse. We offer a money back guarantee if you are not satisfied. Bookseller Inventory # 9053-9780434917198

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Geoffrey Randall
Published by Heinemann Professional 01/07/1990 (1990)
ISBN 10: 0434917192 ISBN 13: 9780434917198
Used Paperback Quantity Available: 1
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Book Description Heinemann Professional 01/07/1990, 1990. Paperback. Book Condition: Good. Shipped within 24 hours from our UK warehouse. Clean, undamaged book with no damage to pages and minimal wear to the cover. Spine still tight, in good condition. Remember if you are not happy, you are covered by our 100% money back guarantee. Bookseller Inventory # 2341-9780434917198

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Geoffrey Randall
Published by Heinemann Professional (1990)
ISBN 10: 0434917192 ISBN 13: 9780434917198
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Book Description Heinemann Professional, 1990. Book Condition: Fair. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In fair condition, suitable as a study copy. Bookseller Inventory # 4488772

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