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Published in:
1997 | OriginalPaper | Chapter
Category Killers
Authors : Andrew Wileman, Michael Jary
Published in: Retail Power Plays: From Trading to Brand Leadership
Publisher: Palgrave Macmillan UK
Included in: Professional Book Archive
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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.