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Making Your Mark On The High Street

David Dalziel (Director, Dalziel & Pow 5 Hardwick Street London EC1 4RB, UK )

International Journal of Advertising and Marketing to Children

ISSN: 1464-6676

Article publication date: 1 February 2000

Abstract

The Toys and Games retailer is facing one of the toughest challenges on the High Street. This paper looks at how, with price and product comparisons being very easy to make, and the ongoing rush of the Internet, the strive for a point‐of‐difference has never been more crucial in presenting retail offers. To make that point of difference, one first has to understand the current market and, more importantly, assess it from a customer's point of view.

Keywords

Citation

Dalziel, D. (2000), "Making Your Mark On The High Street", International Journal of Advertising and Marketing to Children, Vol. 2 No. 1, pp. 39-46. https://doi.org/10.1108/eb027634

Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited