Trade Marketing Strategies: The Parnership Between Manufacturers, Brands and Retailers

by Geoffrey Randall

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 thisbook develops and provides strategies for this area of marketing.Manufacturers have two - and only two - strategies for *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 longterm 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. Keytrends 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.

Paperback

First published October 4, 1994

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[Abdulloh]

Good