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Introduction: From Trading to Brand Leadership

In: Retail Power Plays: From Trading to Brand Leadership

Author

Listed:
  • Andrew Wileman
  • Michael Jary

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.

Suggested Citation

  • Andrew Wileman & Michael Jary, 1997. "Introduction: From Trading to Brand Leadership," Palgrave Macmillan Books, in: Retail Power Plays: From Trading to Brand Leadership, pages 1-8, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-14378-8_1
    DOI: 10.1007/978-1-349-14378-8_1
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