05126nam 2200661Ia 450 991046457100332120200520144314.00-470-97977-11-283-37407-297866133740730-470-97979-8(CKB)3400000000021257(EBL)675225(OCoLC)742333216(SSID)ssj0000612768(PQKBManifestationID)11931498(PQKBTitleCode)TC0000612768(PQKBWorkID)10571447(PQKB)10379808(MiAaPQ)EBC675225(Au-PeEL)EBL675225(CaPaEBR)ebr10510596(CaONFJC)MIL337407(EXLCZ)99340000000002125720101015d2011 uy 0engurcn|||||||||txtccrRetail marketing and branding[electronic resource] a definitive guide to maximizing ROI /Jesko Perrey and Dennis SpilleckeChichester, West Sussex Wileyc20111 online resource (320 p.)Includes index.0-470-97966-6 Retail Marketing and Branding; Contents; Introduction; Acknowledgements; Foreword; Part I Building Superior Retail Brands; 1 Principles of successful brand management: art - science - craft; Art, science and craft; Creativity and consistency; Strengths and weaknesses; Touch point orchestration; 2 Segmentation; Relevance in retail; Top management attention; Consumer needs; Strategic segmentation; Implementation; 3 A guide to excellence in retail brand management; The brand diamond; The brand purchase funnel; BrandMatics; The brand promise; Brand delivery; 4 Store brand portfolio managementMultiple formats and brands BrandMatics Advanced; The brand space map; Impact estimation; 5 Private label branding; PL growth; Four generations of PL; PL strategy; SKU selection; Capabilities; Part II Optimizing Marketing ROI; 6 Budget sizing: the million dollar question; Systematic approach; Transparency; Outside-in benchmarking; Inside-out budgeting; Efficiency modelling; Budget level estimate; 7 Budget prioritization; Decision mode; Investment units; Full transparency; Prioritization criteria; Avoiding automation; Interview with Pia Mellbye, ICA8 How to spend it: fact-based media mix optimization Media landscape transformation; Eye-level interaction; Three approaches; 9 Reach-Cost-Quality; Vehicle optimization; Apples and apples; Universal scores; Interview with Thomas Koch, TKM; 10 Marketing Mix Modelling; How to spend it; Impact comparison; Applications; Multi-lever transparency; Dos and don'ts; 11 The digital evolution of retail marketing; Digital natives; Constant connectivity; Social interaction; Two-way marketing; Consumer control; Total recall; Evolution, not revolution; Interview with Alastair Bruce, Google; 12 POS marketingThe most powerful vehicle Lack of leverage; Systematic management; Tangible and intangible elements; The human factor; 13 Leaflets and local print advertising: how to achieve local media excellence; The true point of sale; A complex challenge; Fine-tuning; Product selection; Geo-marketing; 14 Excellence in classical media; A key element; Creativity and content fit; Testing and learning; Message delivery; Creative partners; Interview with Michael Trautmann, kempertrautmann; 15 Digital marketing excellence; The digital arena; Role of digital; Push vs. pull vehicles; Real-time marketing16 Boosting customer value through CLMFull value; Deep understanding; Predictive modelling; Keeping track; Data availability; Applications; Interview with Daniela Mündler, Douglas; 17 Smart sourcing; Sizeable savings; Efficiency levers; Efficiency optimization; Best practice; Deep dive; Part I II Ten Perspectives on Retail Marketing; 18 Ten perspectives on retail marketing; Contributors; IndexToday's shoppers go online to research locations, compare prices or read reviews before they go to a store, and as soon as they are back home, they post details about their shopping experience on Facebook or other social media platforms. Online agencies rave about viral campaigns, guerrilla marketing and 360° communication. IT specialists are peddling one-to-one marketing tools and integrated customer data warehousing solutions. Should retailers care about any of this? The authors of this book firmly believe that they should - but in an environment of accelerating change, even veterans of thBranding (Marketing)Brand name productsRetail tradeElectronic books.Branding (Marketing)Brand name products.Retail trade.658.8Perrey Jesko907418Spillecke Dennis907419MiAaPQMiAaPQMiAaPQBOOK9910464571003321Retail marketing and branding2029882UNINA