LEADER 05119nam 2200661Ia 450 001 9910789340103321 005 20230725052644.0 010 $a0-470-97977-1 010 $a1-283-37407-2 010 $a9786613374073 010 $a0-470-97979-8 035 $a(CKB)3400000000021257 035 $a(EBL)675225 035 $a(OCoLC)742333216 035 $a(SSID)ssj0000612768 035 $a(PQKBManifestationID)11931498 035 $a(PQKBTitleCode)TC0000612768 035 $a(PQKBWorkID)10571447 035 $a(PQKB)10379808 035 $a(MiAaPQ)EBC675225 035 $a(Au-PeEL)EBL675225 035 $a(CaPaEBR)ebr10510596 035 $a(CaONFJC)MIL337407 035 $a(EXLCZ)993400000000021257 100 $a20101015d2011 uy 0 101 0 $aeng 135 $aurcn||||||||| 181 $ctxt 182 $cc 183 $acr 200 10$aRetail marketing and branding$b[electronic resource] $ea definitive guide to maximizing ROI /$fJesko Perrey and Dennis Spillecke 210 $aChichester, West Sussex $cWiley$dc2011 215 $a1 online resource (320 p.) 300 $aIncludes index. 311 $a0-470-97966-6 327 $aRetail 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 management 327 $aMultiple 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, ICA 327 $a8 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 marketing 327 $aThe 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 marketing 327 $a16 Boosting customer value through CLMFull value; Deep understanding; Predictive modelling; Keeping track; Data availability; Applications; Interview with Daniela Mu?ndler, 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; Index 330 $aToday'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 th 606 $aBranding (Marketing) 606 $aBrand name products 606 $aRetail trade 615 0$aBranding (Marketing) 615 0$aBrand name products. 615 0$aRetail trade. 676 $a658.8 686 $a85.40$2bcl 700 $aPerrey$b Jesko$0907418 701 $aSpillecke$b Dennis$0907419 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910789340103321 996 $aRetail marketing and branding$92029882 997 $aUNINA