Describes the problems that major brand suppliers face in the context of the growing attractiveness of private brands to the retailer and the consumer. Discusses the factors contributing to this growth. Describes the roles that private brands perform for the retailer. Offers model for the...

Considers the nature and extent of sales promotion activity. Examines promotions as a method of protecting a brand in the future, various promotion techniques, and how to prepare for the growth of a promotion. Surmises that the trends that have made promotion so prevalent will continue, so...