Retail marketing and branding : a definitive guide to maximizing ROI 2nd ed.

Author

• Perrey, Jesko

Additional Author(s)

• Spillecke, Dennis

Publisher

West Sussex: John Wiley & Sons Ltd, 2013

Language

English

ISBN

9781119207900

Series

Perspectives On Consumer Industries & Retail

Subject(s)

• BRAND NAME PRODUCTS
• BRANDING (MARKETING)
• RATE OF RETURN

Notes

• Includes index

. .

Abstract

Retail Marketing and Branding, 2nd Edition looks at how retailers can make more out of their marketing money with retail best practices in branding and marketing spend optimization.

The second edition of Retail Marketing and Branding includes the following updates:

* New and updated case examples

* Updated figures and examples throughout

* New interviewers with recent experiences

* Additional chapters

Physical Dimension

Number of Page(s)

1 online resource (xxiii, 374 p.)

Dimension

-

Other Desc.

-

Summary / Review / Table of Content

Part I --
Building Superior Retail Brands;
CHAPTER 1 --
PRINCIPLES OF SUCCESSFUL BRAND MANAGEMENT: ART -- SCIENCE -- CRAFT;
CHAPTER 2 -- SEGMENTATION;
CHAPTER 3 -- A GUIDE TO EXCELLENCE IN RETAIL BRAND MANAGEMENT;
CHAPTER 4 -- STORE BRAND PORTFOLIO MANAGEMENT;
CHAPTER 5 -- PRIVATE LABEL BRANDING;
Part II -- Optimizing Marketing ROI;
CHAPTER 6 -- BUDGET SIZING: THE MILLION DOLLAR QUESTION;
CHAPTER 7 -- BUDGET PRIORITIZATION.
CHAPTER 8 -- HOW TO SPEND IT: FACT-BASED MEDIA MIX OPTIMIZATION
CHAPTER 9 -- REACH -- COST -- QUALITY;
CHAPTER 10 --MARKETING MIX MODELLING;
CHAPTER 11 -- THE DIGITAL EVOLUTION OF RETAIL MARKETING;
CHAPTER 12 -- POS MARKETING;
CHAPTER 13 -- LEAFLETS AND LOCAL PRINT ADVERTISING: HOW TO ACHIEVE LOCAL MEDIA EXCELLENCE;
CHAPTER 14 -- EXCELLENCE IN CLASSICAL MEDIA;
CHAPTER 15 -- DIGITAL MARKETING EXCELLENCE;
CHAPTER 16 -- BOOSTING CUSTOMER VALUE THROUGH CLM;
CHAPTER 17 -- SMART SOURCING;
Part III -- Ten Perspectives on Retail Marketing;
CHAPTER 18 -- TEN PERSPECTIVES ON RETAIL MARKETING; CONTRIBUTORS;
INDEX.

Exemplar(s)

#	Accession No.	Call Number	Location	Status
1.	00200/20	658.87 Per R	Online !	Available