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This chapter introduces the concept of the retailer brand and the C-E-A framework for the development of strong retailer brands. In addition, a structure of the associated management process is provided, and references to the developmental phases of a retailer brand are encompassed.

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The Retailer Brand and Retailer Brand Management

  • 章节

  • 发表日期：

    2025年

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  • Jörn Redler

摘要

This chapter introduces the concept of the retailer brand and the C-E-A framework for the development of strong retailer brands. In addition, a structure of the associated management process is provided, and references to the developmental phases of a retailer brand are encompassed.