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- Title
The "Own-Brand Marketer" Debuts in the 1997 Census.
- Authors
Steiner, Robert L.
- Abstract
The 1997 Census of Wholesale Trade has led the way by recognizing and reporting the activities of a huge, new type of business that has grown explosively over the past 20 years. The Own-brand marketer (O-BM) performs all the functions traditionally bundled with domestic manufacturing except that production is typically outsourced offshore. Previously, O-BM sales and margins had been intermingled with those of several functionally incompatible types of wholesalers, causing serious misinterpretations and distortions in many domestic and foreign trade-related measures of industry performance. The 1997 Census will substantially alleviate these problems.
- Subjects
WHOLESALE trade; BRAND name products; SURVEYS; MARKETING; ECONOMICS; BUSINESS
- Publication
Review of Industrial Organization, 1997, Vol 12, Issue 5/6, p809
- ISSN
0889-938X
- Publication type
Article
- DOI
10.1023/A:1007769919319