| | PROBLEMS OF MODERN ECONOMICS, N 2 (54), 2015 | | PROBLEMS OF MARKETING. LOGISTICS | | Doboni A. A. PhD student, Chair of Economics of Enterprise and Entrepreneurship, St. Petersburg State University
| |
| The article discusses the changing role of large retailers in the present-day economy, stresses the importance of private trademarks as an additional revenue source of trade networks, and analyzes the specificity of positioning and sales promotion of private trademarks as compared to traditional brands. The author systematizes factors of success of private trademarks with regards to the specificity of the Russian context | Key words: private trademarks, proprietors’ trademarks, success factors, retail, FMCG | Pages: 195 - 198 |
|
| |
|
|
|