Do we perform well? Building the position of brands in retail outlets

The paper presents the method of measuring a manufacturer’s performance in the retail outlets. Through the total shopscore index it is possible to examine the level of product inventory, position and presentation of the manufacturer’s brand.

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....