November 2015
Beginner to intermediate
296 pages
8h 12m
English
Content preview from Retail Marketing StrategyBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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In the 20th century many retailers operated more or less as a logistical extension to the supplier manufacturing and marketing operations. As long as they maintained stock at an appropriate level, extended their store networks and shipped products efficiently across their markets, they thrived at a fairly comfortable pace. This approach worked to the benefit of large suppliers such as Procter & Gamble and Philips who enjoyed a favourable negotiating position. They produced their brands in substantial volumes and were guaranteed to have their products available in all stores. This was the age of traditional consumer marketing. Suppliers estimated the market size, segmented the consumer groups based on socio-demographics ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.