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A new style of selling in the home appliance business

Date of publication: June 15, 1993

Catalogue: Seminar 1993: Maximising Retail Sales In Recession

Author: Lluis Martinez-Ribes

Abstract:

A vertical marketing system, Milar, shows how a new market positioning plus a new coherent retail marketing strategy has helped the company achieve good performance in sales and costs during a difficult economic period. Self - selection, carefully managed, is the new sales method that has been the basis for the new positioning and the improvement of the competitive advantage of the chain.

Lluis Martinez-Ribes

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Katz, H. (1989a, June 15). Home shopping in the United States. ANA - ESOMAR. Retrieved June 23, 2025, from


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Martinez-Ribes, L. (1993a, June 15). A new style of selling in the home appliance business. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/business-unusual-in-the-new-normal