Both producers and retailers are engaged in a constant battle for a spot in consumers’ psyche. This is done not only through articles and products that are sold under different brands of producers or retailers, but also by retail brands, ie stores, locations or subsidiaries. In this way, when...

While vertical firms dominate the fashion markets worldwide since years, only little research is done on vertical alliances between non-vertical retailer and manufacturing companies in this sector. These paper analyses vertical alliances from the perspective of 98 traditional fashion retailers...

A long period of time investors were interested in the Bucharest market, but the need for investment in the rest of the country, coupled with the high potential markets present there, resulted in increasingly more investors interested in Romania, switching to provincial cities. The application...

Recent evolution of the market globalization, accompanied by rougher competition, implies adaptation of the traders to this new reality. Their work policy will have to attract more consumer segments using the various types of retail and wholesale trade stores. Moreover emphasis is to be put on...

As any other manufacturer, retailers must also position themselves on the market in order to be accordingly perceived by consumers. Either by differentiation through costs or by focusing on quality, retailers adopt a specific marketing approach for developing consumers` loyalty in the target...

The marketing environment in which producers or retailers act consists of the totality of factors and forces that come under the immediate control of a production or retail company and that influence the maintenance or development of profitable relationships with customers [Balaure, 2002, p.76]....