Retail marketing and branding : a definitive guide to maximizing ROI / Jesko Perrey and Dennis Spillecke.

By: Perrey, Jesko
Contributor(s): Spillecke, Dennis
Language: English Publisher: Hoboken, N.J. Wiley [2013]Copyright date: c2014Edition: 2nd edDescription: xxii, 374 p. : ill., maps ; 24 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781118489529 (hbk.); 1118489527 (hbk.)Subject(s): Branding (Marketing) | Brand name products | Rate of returnDDC classification: 658.87 LOC classification: HF5415.1255 | .P47 2013
Contents:
Part I Building Superior Retail Brands. Principles of Successful Brand Management: Art, Science, Craft ; Segmentation ; A Guide to Excellence in Retail Brand Management ; Developing and Refining Retail Formats ; Store Brand Portfolio Management ; Private Label Branding. -- Part II: Optimizing Marketing ROI. How to Spend It: Fact-based Media Mix Optimization ; Budget Sizing: The Million-dollar Question ; Budget Prioritization ; Reach-Cost-Quality ; Marketing Mix Modeling ; The Digital Retail (R)evolution ; POS Marketing ; Leaflets and Local Print Advertising: How to Achieve Local Media Excellence ; Fact-based Promotion Management ; Excellence in Classical Media ; Digital Marketing Excellence ; Maximizing Customer Value with Data-driven CLM ; Smart Sourcing. -- Part III: Ten Perspectives on Retail Marketing ; Ten Perspectives on Retail Marketing.
Summary: "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."--Publisher's website.
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SUBJECT REFERENCE 		658.87 P472 2013 (Browse shelf) Available CITU-CL-45006
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Previous ed. : 2011.

Includes bibliographical references and index.

Part I Building Superior Retail Brands. Principles of Successful Brand Management: Art, Science, Craft ; Segmentation ; A Guide to Excellence in Retail Brand Management ; Developing and Refining Retail Formats ; Store Brand Portfolio Management ; Private Label Branding. -- Part II: Optimizing Marketing ROI. How to Spend It: Fact-based Media Mix Optimization ; Budget Sizing: The Million-dollar Question ; Budget Prioritization ; Reach-Cost-Quality ; Marketing Mix Modeling ; The Digital Retail (R)evolution ; POS Marketing ; Leaflets and Local Print Advertising: How to Achieve Local Media Excellence ; Fact-based Promotion Management ; Excellence in Classical Media ; Digital Marketing Excellence ; Maximizing Customer Value with Data-driven CLM ; Smart Sourcing. -- Part III: Ten Perspectives on Retail Marketing ; Ten Perspectives on Retail Marketing.

"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."--Publisher's website.

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