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Retail marketing and branding [[electronic resource] ] : a definitive guide to maximizing ROI / / Jesko Perrey and Dennis Spillecke
| Retail marketing and branding [[electronic resource] ] : a definitive guide to maximizing ROI / / Jesko Perrey and Dennis Spillecke |
| Autore | Perrey Jesko |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | Chichester, West Sussex, : Wiley, 2013 |
| Descrizione fisica | 1 recurso en línea (399 páginas) : ilustraciones |
| Disciplina |
658.8
658.8700688 |
| Altri autori (Persone) | SpilleckeDennis |
| Soggetto topico |
Branding (Marketing)
Brand name products Retail trade Construcció de marca (Màrqueting) Productes de marca Comerç al detall |
| Soggetto genere / forma | Llibres electrònics |
| ISBN |
1-119-20790-8
1-283-89330-4 1-118-48950-0 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | pt. 1. Building superior retail brands -- pt. 2. Optimizing marketing ROI -- pt. 3. Ten perspectives on retail marketing. |
| Record Nr. | UNINA-9910138865003321 |
Perrey Jesko
|
||
| Chichester, West Sussex, : Wiley, 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Retail marketing and branding [[electronic resource] ] : a definitive guide to maximizing ROI / / Jesko Perrey and Dennis Spillecke
| Retail marketing and branding [[electronic resource] ] : a definitive guide to maximizing ROI / / Jesko Perrey and Dennis Spillecke |
| Autore | Perrey Jesko |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | Chichester, West Sussex, : Wiley, 2013 |
| Descrizione fisica | 1 recurso en línea (399 páginas) : ilustraciones |
| Disciplina |
658.8
658.8700688 |
| Altri autori (Persone) | SpilleckeDennis |
| Soggetto topico |
Branding (Marketing)
Brand name products Retail trade Construcció de marca (Màrqueting) Productes de marca Comerç al detall |
| Soggetto genere / forma | Llibres electrònics |
| ISBN |
1-119-20790-8
1-283-89330-4 1-118-48950-0 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | pt. 1. Building superior retail brands -- pt. 2. Optimizing marketing ROI -- pt. 3. Ten perspectives on retail marketing. |
| Record Nr. | UNINA-9910815880503321 |
|
Perrey Jesko
|
||
| Chichester, West Sussex, : Wiley, 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Retail marketing and branding [[electronic resource] ] : a definitive guide to maximizing ROI / / Jesko Perrey and Dennis Spillecke
| Retail marketing and branding [[electronic resource] ] : a definitive guide to maximizing ROI / / Jesko Perrey and Dennis Spillecke |
| Autore | Perrey Jesko |
| Pubbl/distr/stampa | Chichester, West Sussex, : Wiley, c2011 |
| Descrizione fisica | 1 online resource (320 p.) |
| Disciplina | 658.8 |
| Altri autori (Persone) | SpilleckeDennis |
| Soggetto topico |
Branding (Marketing)
Brand name products Retail trade |
| Soggetto genere / forma | Electronic books. |
| ISBN |
0-470-97977-1
1-283-37407-2 9786613374073 0-470-97979-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 management
Multiple 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 8 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 The 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 16 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; Index |
| Record Nr. | UNINA-9910464571003321 |
|
Perrey Jesko
|
||
| Chichester, West Sussex, : Wiley, c2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Retail marketing and branding [[electronic resource] ] : a definitive guide to maximizing ROI / / Jesko Perrey and Dennis Spillecke
| Retail marketing and branding [[electronic resource] ] : a definitive guide to maximizing ROI / / Jesko Perrey and Dennis Spillecke |
| Autore | Perrey Jesko |
| Pubbl/distr/stampa | Chichester, West Sussex, : Wiley, c2011 |
| Descrizione fisica | 1 online resource (320 p.) |
| Disciplina | 658.8 |
| Altri autori (Persone) | SpilleckeDennis |
| Soggetto topico |
Branding (Marketing)
Brand name products Retail trade |
| ISBN |
0-470-97977-1
1-283-37407-2 9786613374073 0-470-97979-8 |
| Classificazione | 85.40 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 management
Multiple 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 8 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 The 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 16 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; Index |
| Record Nr. | UNINA-9910789340103321 |
|
Perrey Jesko
|
||
| Chichester, West Sussex, : Wiley, c2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Retail marketing and branding [[electronic resource] ] : a definitive guide to maximizing ROI / / Jesko Perrey and Dennis Spillecke
| Retail marketing and branding [[electronic resource] ] : a definitive guide to maximizing ROI / / Jesko Perrey and Dennis Spillecke |
| Autore | Perrey Jesko |
| Pubbl/distr/stampa | Chichester, West Sussex, : Wiley, c2011 |
| Descrizione fisica | 1 online resource (320 p.) |
| Disciplina | 658.8 |
| Altri autori (Persone) | SpilleckeDennis |
| Soggetto topico |
Branding (Marketing)
Brand name products Retail trade |
| ISBN |
0-470-97977-1
1-283-37407-2 9786613374073 0-470-97979-8 |
| Classificazione | 85.40 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 management
Multiple 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 8 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 The 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 16 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; Index |
| Record Nr. | UNINA-9910809778303321 |
|
Perrey Jesko
|
||
| Chichester, West Sussex, : Wiley, c2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||