EXTENDING THE BANNER

The notion of the store as a brand has arrived, and the concept is being driven by marketers at many retail companies.But what are retail marketers up to? Trade observers and industry talk suggest today they are focused on frequent shopper card programs, co-marketing with manufacturers and micromarketing.Results of a benchmark survey of retail marketing executives conducted by SN and the Market Research

The notion of the store as a brand has arrived, and the concept is being driven by marketers at many retail companies.

But what are retail marketers up to? Trade observers and industry talk suggest today they are focused on frequent shopper card programs, co-marketing with manufacturers and micromarketing.

Results of a benchmark survey of retail marketing executives conducted by SN and the Market Research Department of Fairchild Publications indicate that the state of marketin

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