Introduction: From Trading to Brand Leadership

Andrew Wileman and Michael Jary

A chapter in Retail Power Plays: From Trading to Brand Leadership, 1997, pp 1-8 from Palgrave Macmillan

Abstract: Abstract Great retailers need to be great traders. They need to understand what will sell to their customers, at what price, at what quality, with what service level. They need to be able to deal with their suppliers to get the keenest prices, the best quality product, the most responsive and lowest cost supply chain. They need to be able to react quickly to changes in consumer demand, to competitive activity, to special supplier deals, to changes in supplier economics.

Keywords: Cash Flow; Retail Trader; Brand Management; Strong Brand; Retail Business (search for similar items in EconPapers)
Date: 1997
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DOI: 10.1007/978-1-349-14378-8_1

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