Double identity

Brumback, Nancy
January 1999
Progressive Grocer;Jan99, Vol. 78 Issue 1, p89
Trade Publication
Explains how the effective use of in-store merchandising vehicles can help a retailer in establishing an identity that differentiates it from its competitors. Examples of retailers who are establishing their store as a brand; Trend toward a much higher level of collaboration between retailers and brand managers in in-store merchandising; Value of the point-of-purchase advertising industry. INSETS: Back to basics;The solution-selling experiment.


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