As more producers' outlets are dominated by the main retail groups, manufacturers have to sell to the trade first to get space on retailers' shelves alongside own label products. The case for marketing to the trade is increasing and changing, and this
book develops and provides strategies for this area of marketing.Manufacturers have two - and only two - strategies for success: *build and maintain strong brands *deliver outstanding customer service to retailers. The first has been neglected recently, which will create disastrous consequences in the medium to long
term and the second forces companies to change not only their strategies, but their culture and organizational structures. The book is intended for practitioners and managers who are responsible for finding practical solutions to real problems. Key
trends and real issues arising out of them will be familiar to those responsible for marketing in the FMCG section as well as to students of marketing.
- ISBN10 0750620129
- ISBN13 9780750620123
- Publish Date 24 August 1994
- Publish Status Out of Print
- Out of Print 12 July 2000
- Publish Country GB
- Publisher Taylor & Francis Ltd
- Imprint Butterworth-Heinemann Ltd
- Edition 2nd Revised edition
- Format Paperback
- Pages 183
- Language English