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- W89192760 abstract "At present the network forms of business dealing are gaining ground, meanwhile the retail trade has become the most favorable ground for the introduction of network business. Implementation of economical efficiency as a result of trading business dealing in the format of network structures considers availability of the appropriate system for management of their business activity. The author''s article analyzes the marketing aspect of improving competitiveness of trading networks. In the author''s opinion creation of the full-fledged organization brand will allow the trading network of standing out among competitors and adopting a definite position in the buyers'' minds. The clear and understandable to consumers positioning allows you to form customer loyalty, which will result in the strong sales for a trading network. The author uses the scientific knowledge on a product brand in order to form a concept for creating brand of trade organization, in which besides traditional 4P another three are added: people, processes, physical evidence. And the format of branch stores acts as brand identifiers. The article considers in detail the functions of organization brand identification, differentiation and positioning with respect to chain retail. Just a network organization of retail makes trade like it is today the most important economic and social tool, directly affecting the life quality of millions of people. To maintain its competitiveness, the retail trade systems should clearly listen to the market requirements and develop technologies extending their life cycle, including through increase in loyalty of target audience." @default.
- W89192760 created "2016-06-24" @default.
- W89192760 creator A5089374453 @default.
- W89192760 date "2014-01-01" @default.
- W89192760 modified "2023-09-28" @default.
- W89192760 title "Алгоритм формирования и поддержания бренда розничной торговой сети" @default.
- W89192760 hasPublicationYear "2014" @default.
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