Brand marketing in the new retail environment.

‘If you can't beat them, join them’ is a motto that brand strategists might well adopt. According to these authors, a quiet revolution has been occurring among retailers, who, faced with increasingly saturated markets, are now taking up the methods and the tools that used to be the exclusive province of the brand marketer. Retailers are becoming more sophisticated strategists, developing distinctive approaches to a particular market segment. In response, the brand marketer should work with properly chosen stores to achieve a matching image for his product. [ABSTRACT FROM AUTHOR]

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