Foreword
by Andy Fernandez, The Chartered Institute of Marketing (CIM)
We live in an era when more and more well-known high street brands are struggling to ward off increasingly popular on-line retailers. Retail brand casualties, particularly in the leisure and entertainment sector, are on the rise. Woolworths, HMV, Comet and Blockbuster are just some of the familiar brands who have been hit by the ever-increasing popularity of shopping from the comfort of your home. No longer is it easy to find the CD or DVD you are looking for in town centres. Who would have predicted 20 years ago that many would be picking up their favourite album or latest Hollywood release from the same store in which they carry out their weekly groceries shopping? Basmati ...
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