POSITIONING STRATEGIES OF RETAILERS
POSITIONING STRATEGIES OF RETAILERS

Summary/Abstract: As any other manufacturer, retailers must also position themselves on the market in order to be accordingly perceived by consumers. Either by differentiation through costs or by focusing on quality, retailers adopt a specific marketing approach for developing consumers` loyalty in the target segments. Thus, the analysis is even more interesting, because retailers usually have not only different store formats, but also private labels (store brands) by that they aim at achieving their purpose.

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