Retail Marketing and Branding : a Definitive Guide to Maximizing ROI.

• Κύριος συγγραφέας: Perrey, Jesko
• Άλλοι συγγραφείς: Spillecke, Dennis
• Μορφή: Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Hoboken : Wiley, 2012.
• Έκδοση: 2nd ed.
• Θέματα: Rate of return.; Branding (Marketing); Marketing > Cost effectiveness.; Marketing > Management.; Brand name products.; Retail trade.; Electronic books.

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 *...

Πίνακας περιεχομένων:

• RETAIL MARKETING AND BRANDING; Contents; Foreword; Introduction to the Second Edition; Second Edition Acknowledgments; Introduction to the First Edition; First Edition Acknowledgments; Commonly Used Acronyms; Part I Building Superior Retail Brands; 1 Principles of Successful Brand Management: Art, Science, Craft; Art, science, 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 diamondThe brand purchase funnel; BrandMatics; The brand promise; Brand delivery; 4 Developing and Refining Retail Formats; Basic types of format development; The four-step process; Implementation support; 5 Store Brand Portfolio Management; Multiple formats and brands; BrandMatics Advanced; The brand space map; Impact estimation; 6 Private Label Branding; PL growth; Four generations of PL; PL strategy; SKU selection; Capabilities; Part II Optimizing Marketing ROI; 7 How to Spend It: Fact-based Media Mix Optimization; Media landscape transformation; Equal footing; Three approaches.
• 8 Budget Sizing: The Million-dollar QuestionSystematic approach; Transparency; Outside-in benchmarking; Inside-out budgeting; Efficiency modeling; Budget level estimate; 9 Budget Prioritization; Decision mode; Investment units; Full transparency; Prioritization criteria; Avoiding automation; 10 Reach-Cost-Quality; Vehicle optimization; Apples and apples; Universal scores; 11 Marketing Mix Modeling; How to spend it; Impact comparison; Applications; Multi-lever transparency; What to watch out for; 12 The Digital Retail (R)evolution; End-to-end digitalization; Channel convergence; Localization.
• Social mediaContent management; Brick-and-mortar; 13 POS Marketing; The most powerful vehicle; Lack of leverage; Systematic management; Tangible and intangible elements; The human factor; 14 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; 15 Fact-based Promotion Management; Balance pricing and promotions; KPIs for optimization; Supplier negotiations; Margin improvement; 16 Excellence in Classical Media; A key element; Creativity and content fit; Testing and learning.
• Message deliveryCreative partners; 17 Digital Marketing Excellence; Value proposition; Digital strategy; Search engine marketing; Display advertising; Social media integration; Digital marketing organization; 18 Maximizing Customer Value with Data-driven CLM; Full value; Deep understanding; Predictive modeling; Keeping track; Capability building; Applications; 19 Smart Sourcing; Sizeable savings; Efficiency levers; Efficiency optimization; Best practice; Deep dive; Part III Ten Perspectives on Retail Marketing; 20 Ten Perspectives on Retail Marketing; Contributors; Index.