Retail marketing and branding :
Perrey, Jesko.
Retail marketing and branding : a definitive guide to maximizing ROI / Jesko Perrey and Dennis Spillecke. - 2nd ed. - Hoboken, N.J. : Wiley, 2013. - xxii, 374 p. : ill., maps ; 24 cm.
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.
9781118489529 1118489527 (hbk.)
2012537403
Branding (Marketing)
Brand name products
Rate of return
HF5415.1255 / .P455 2011
Retail marketing and branding : a definitive guide to maximizing ROI / Jesko Perrey and Dennis Spillecke. - 2nd ed. - Hoboken, N.J. : Wiley, 2013. - xxii, 374 p. : ill., maps ; 24 cm.
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.
9781118489529 1118489527 (hbk.)
2012537403
Branding (Marketing)
Brand name products
Rate of return
HF5415.1255 / .P455 2011