Abstract
At first glance, category killers would seem to be the antithesis of retail brand-building: warehouse sheds selling on price, range breadth and volume economics. However, as category killer markets mature and look-alike sheds face each other across the same retail parks, brand differentiation and brand-building will become a top management priority.
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© 1997 Andrew Wileman and Michael Jary
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Wileman, A., Jary, M. (1997). Category Killers. In: Retail Power Plays: From Trading to Brand Leadership. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-14378-8_6
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DOI: https://doi.org/10.1007/978-1-349-14378-8_6
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-14380-1
Online ISBN: 978-1-349-14378-8
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