Abstract:

The focus of this paper will be on retail brands of the first type - the kinds of retailers who may be termed FMCG retailers (supermarkets, fast food outlets, fashion chains, petrol stations, toiletries/drugs, off-licences etc) where customers have repertoires of brands/own label within categories as well as repertoires of retailers rather than automotive, IT, communications, financial services where lifetime customer management concepts are the topic of current strategic thinking.