Do we perform well? Building the position of brands in retail outlets
Vojtìch SpéèilTechnical University Ostrava, Czech Republic
INTRODUCTION
Despite the development of online marketing the retail outlets play the key role for winning customers. There are two main approaches to retailer analysis. The first approach is based on the view that retailers are competitors; namely, that retail chains compare their selling performance, measure price indices of assortment and assess the allocation of outlets in comparison with competitors. The second approach presents retailers as customers and uses the manufacturer's view on the retail market. The second approach will be...