LEARNING OBJECTIVES
In this chapter, we will address the following questions:
- What major types of marketing intermediaries occupy this sector, and what marketing decisions do they face?
- What does the future hold for private-label brands?
- What are some of the important issues in wholesaling and logistics?
Retailers, wholesalers, and logistical organizations are forging their own marketing strategies in a rapidly changing world. Successful intermediaries segment their markets, improve their market targeting and positioning, and connect with customers through memorable experiences, relevant and timely information, and the right products and services. In this chapter, we consider marketing excellence in retailing, wholesaling, and logistics.
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