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Management 81
ISSN 1820-0222
ISSN 2406-0658 (Online)
Internationalization of retail

 

The focus of the paper is on the development and positioning of the brands, based on international retail chains practice. The key terms in relation to branding aspect represent the starting point in the paper, as well as the identification of main values for successful brand positioning. Planning and implementation of marketing communication and analysis of brand performance have been discussed in the paper. Special attention has been paid to the analysis of the retail environment through the development of the model that defines the retail location, competition, customer and product aspects. The research focusing on the development of international retail chains and key elements for successful brand positioning and brand profitability has been presented. Building profitable retail brand is largely linked to the strategy that is chosen for the development and brand positioning.

 

Iva N. Joksimović

 

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Issue 81
Wednesday, 01 March 2017
Issue number81, of journal for theory and practice "Management", is published and it can be downloaded from 'Review of issues' section. It has been published only in English version.
Issue 80
Wednesday, 23 November 2016
Issue number 80, of journal for theory and practice "Management", is published and it can be downloaded from 'Review of issues' section.
Issue 79
Friday, 02 September 2016
Issue number 79, of journal for theory and practice "Management", is published. Articles from this issue can be downloaded from 'Review of issues' section.
Issue 78
Friday, 20 May 2016
Issue number 78, of journal for theory and practice "Management", is published. Articles from this issue can be downloaded from 'Review of issues' section.
Issue 77
Wednesday, 24 February 2016
Issue number 77, of journal for theory and practice "Management", is published. Articles from this issue can be downloaded from 'Review of issues' section.
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