Brands Tailored For Retailers?

Brands tailored for Retailers? - 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 andbehavior for actor [...]
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Brands tailored for Retailers? - 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 andbehavior 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 andbranding as isolated and thus abstract traditional brand management concepts.