How to Succeed at Retail: Winning Case Studies and Strategies for Retailers and Brands

1 of 1 people found the following review helpful:

Strategy for FMCG, 2008-03-24
This book is not about retailers, it is about marketing strategy for FMCG and other manufacturing companies, thus in that sence the title is misleading. br / br /The main theme of the book is about how these firms can cope with todays business environment characterised by: br / br /- Growing retail hegemony in mass marketing br /- Retail own label products br /- Globalisation in general br /- The growing usage of the Internet br /- The fact that consumers make much more informed purchases br / br /The general frameworks used in the book are a bit shallow, they are designed to include as many "buzzwords" as possible, they do not create a coherent theory, although they cover a wide range of sectors and situations. The main theme is "create your market rather than compete in an existing one". The case studies are more interresting and relevant.