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Combines a thematic overview of the key issues concerning international retail marketing. This work provides an outline of the fundamentals of the subject, such as trends in retail marketing, strategy and logistics, and buying and merchandise management within an international perspective.
Achieving commercial success through innovation is highly desirable, but difficult to achieve in practice. 50% of product development costs are likely to result in a failed product and in some sectors, such as FMCGs, this figure is more like 75%.
This book takes a more integrated approach to design, assuming it is a core business process as opposed to a peripheral or specialist activity. Design in Business aims for an analogous "Total Design Management" making design a part of everyone's concern.
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