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Brands Tailored for Retailers?

by Eva Ossiansson | 01 January 2004
PAPERBACK
Category: Sales & Marketing
Synopsis
This book examines retail brands as part of a relationship marketing age. Ossiansson argues that new style retailers and their brands can be seen as an important factor of the change processes in overall society and that there is a need for a changed role and behaviour for actors in this evolving market context. In this introduction to a complex field, Ossiansson provides an analysis of the historical and theoretical foundations of marketing, brands, brand management, retailing, retail brands and retail brand management. She relates retail brands and branding to value creation brand processes, linking theoretical issues, especially relationship marketing, with the experience of new style consumers, rather than defining retail brands and branding as isolated and thus abstract traditional brand management concepts. The book concludes with a discussion of the future practical and theoretical implications of retail brands and branding. This book will be an essential text for students, researchers and managers in marketing, branding and retailing studies.
€36.33
108 Reward Points
Currently out of stock
Delivery 5-7 Days
Eligible for free delivery

Any purchases for more than €10 are eligible for free delivery anywhere in the UK or Ireland!

Synopsis
This book examines retail brands as part of a relationship marketing age. Ossiansson argues that new style retailers and their brands can be seen as an important factor of the change processes in overall society and that there is a need for a changed role and behaviour for actors in this evolving market context. In this introduction to a complex field, Ossiansson provides an analysis of the historical and theoretical foundations of marketing, brands, brand management, retailing, retail brands and retail brand management. She relates retail brands and branding to value creation brand processes, linking theoretical issues, especially relationship marketing, with the experience of new style consumers, rather than defining retail brands and branding as isolated and thus abstract traditional brand management concepts. The book concludes with a discussion of the future practical and theoretical implications of retail brands and branding. This book will be an essential text for students, researchers and managers in marketing, branding and retailing studies.
€36.33
108 Reward Points
Currently out of stock
Delivery 5-7 Days
Eligible for free delivery

Any purchases for more than €10 are eligible for free delivery anywhere in the UK or Ireland!


Product Details

ISBN - 9789144035482
Format - PAPERBACK
Publisher -
Published - 01/01/2004
Categories - All, Books, Business Computers, Business, Sales & Marketing
No. of Pages - 276
Weight - 397
Edition -
Series - - Not Available
Page Size - 0
Language - en-US
Readership Age - Not Available
Table of Contents - Not Available

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