Retailization: brand survival in the age of retailer power
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; Philadelphia, Pa.
Kogan Page
2009
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XVIII, 221 S. graph. Darst. |
| ISBN: | 9780749453367 |
Internformat
MARC
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| 100 | 1 | |a Thomassen, Lars |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Retailization |b brand survival in the age of retailer power |c Lars Thomassen, Keith Lincoln & Anthony Aconis |
| 264 | 1 | |a London ; Philadelphia, Pa. |b Kogan Page |c 2009 | |
| 300 | |a XVIII, 221 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 0 | |a Retail trade | |
| 650 | 0 | |a Brand name products | |
| 650 | 0 | 7 | |a Marketingmanagement |0 (DE-588)4168907-0 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Konsumgüterindustrie |0 (DE-588)4194766-6 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Markenpolitik |0 (DE-588)4144679-3 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Konsumgüterindustrie |0 (DE-588)4194766-6 |D s |
| 689 | 0 | 1 | |a Markenpolitik |0 (DE-588)4144679-3 |D s |
| 689 | 0 | 2 | |a Marketingmanagement |0 (DE-588)4168907-0 |D s |
| 689 | 0 | |5 DE-188 | |
| 700 | 1 | |a Lincoln, Keith |e Verfasser |4 aut | |
| 700 | 1 | |a Aconis, Anthony |e Verfasser |4 aut | |
| 856 | 4 | |m DE-601 |q pdf/application |u http://www.gbv.de/dms/zbw/597564043.pdf |z kostenfrei |3 Inhaltsverzeichnis | |
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Datensatz im Suchindex
| _version_ | 1804143199108726784 |
|---|---|
| adam_text | IMAGE 1
REALIZATION
BRAND SURVIVAL IN THE AGE OF RETAILER POWER
LARS THOMASSEN, KEITH LINCOLN & ANTHONY ACONIS
KOGAN PAGE
LONDON AND PHILADELPHIA
IMAGE 2
CONTENTS
PREFACE: SURVIVING THE SQUEEZE THANK YOUS! THE RISE OF THE RETAILER: THE
FIRST SQUEEZE IS ONLY GOING TO GET BIGGER AND BIGGER WELCOME TO THE AGE
OF THE RETAILER
BRAND INERTIA THE BIG KEEP GETTING BIGGER HYPERMARKETING THE WORLD THE
SILENT CONSPIRACY THE GLOBAL E-QUALIZER
EVERYBODY LOVES A RETAILER RETAIL IS EVERYONE S PRIORITY
THE AGE OF THE SHOPPER: THE SECOND SQUEEZE TAKES ITS THRONE WE SHOP,
THEREFORE WE ARE! GETTING THE VALUE PROPOSITION RIGHT SHOPPER POWER
SIX SECONDS
THE PRIVATE DILEMMA: THE THIRD SQUEEZE SHOWS ITS STRENGTH THE
INTERNATIONAL RETAILIZATION STUDY 2005 THE REPLACEABLE OR IRREPLACEABLE
BRAND BRANDS ON THE SHELVES
THE RISE OF PRIVATE LABELS NO LONGER ME-TOOS WHAT IS QUALITY? THE LOST
BRAND SALE THE POINT OF CONTACT
TESCO COLA
XI
XVII
1
1 3 5 8 8 9
11 12
13 14 15 19 20
23 25 25 26
28 30 32 33 35 37
IMAGE 3
VIII CONTENTS
PUTTING THE SQUEEZE BACK ON 39
THE WINNING PRIVATE LABEL BUSINESS 41
4 THE NEW COMMUNICATION WORLD: THE FOURTH SQUEEZE RETHINKS ITS 43 ROLE
THE GOOD OLD DAYS 43
UNSQUEEZING THE BRAND 50
5 RETAILIZATION: UNSQUEEZING THE SQUEEZE 53
SO WHAT EXACTLY IS RETAILIZATION? 54
CREATING SALE(S) 55
AN ARMANI LATTE - 57
AN APPLELICIOUS EXPERIENCE 58
AIDA OR IS IT ADIA? 59
BUY ME! TRY ME! ^ , 61
GETTING RETAILIZED 62
6 THE BLOOD PACK: INTRODUCING THE RETAILIZATION PROCESS 65 LET US
RETAILIZE 68
7 STEP 1: THE ARENA - DEALING WITH WHERE WE CREATE OUR SALE(S) 71 KEY
POINTS 71
THE STARTING POINT 72
WHERE? 73
WHO OWNS THE ARENA? 74
RETAIL SUCCESS 75
PROPRIETARY DISTRIBUTION 76
REINVENTION 78
COOPETITION 78
SLEEPING WITH THE ENEMY 79
EVERYBODY CAN COOPETETE 81
POINT OF PROFIT 82
KEY THINGS TO DO NOW 83
8 STEP 2: COMPETITIVE CONTEXT-WHO ARE WE STEALING SALE(S) FROM? 85 KEY
POINTS 85
THE GLADIATORS 85
THE BUSINESS OF STEALING CHOICE 87
BUILDING YOUR BUSINESS ON THE FAILURES OF EVERYONE ELSE 89
CONSTANTLY OUT-INNOVATING 92
CREATE REAL CHOICE WHERE CHOICE HAS BEEN FORGOTTEN 94
THE BUSINESS OF STEALING CHOICE 96
KEY THINGS TO DO NOW 96
IMAGE 4
9 STEP 3: THE SHOPPER - WHO IS DRIVING OUR SALE(S)?
KEY POINTS WHO AND HOW? CAN YOU COUNT ON THE CONSUMER?
SHOPPERS ARE SETTING THE AGENDA WELCOME TO THE AGE OF THE SHOPPER I LOVE
SHOPPING SHOPPER WHO?
BEING IN THE PEOPLE FIRST BUSINESS CREATE WANTS, NOT NEEDS YOU ARE
DEALING WITH SITUIDUALS NOT INDIVIDUALS THE SHOPPER
KEY THINGS TO DO NOW
10 STEP 4: PRODUCT CONCEPTING - WHAT IS CREATING OUR SALE(S)? KEY POINTS
EVERYBODY HAS A BRAND, FEW HAVE A PRODUCT THE ART OF CREATING DEMAND
WHAT IS CREATING OUR SALE(S)? JUST MAKE IT MAKE IT CLEAR MAKE AN USP
MAKE IT STAND OUT REMAKE IT AGAIN AND AGAIN MAKE IT MORE MAKE SENSE
MAKE IT THEIRS MAKE THEM BEG MAKE A REVOLUTION KEY THINGS TO DO NOW
11 STEP 5: RETAIL IMPACTING - DEALING WITH HOW WE CREATE OUR SALE(S) KEY
POINTS CREATING SHOPPING SITUATIONS
IMPACTING SALE(S) LOVE ME DO! KEEP IT FRESH EXTEND THE IDEA /
MERGE THE FIRST AND SECOND MOMENT OF TRUTH CREATE CLARITY AND
INVOLVEMENT MAKING AN IMPACT AT RETAIL KEY THINGS TO DO NOW
CONTENTS IX
97 97 97 99 101 104
105 106 107 110 112 115 116
117 117 118 120
121 122
. 123
124 126 128 130
131 132 134 134
135
137
137 138 141 142
144 146 148 150 152 153
IMAGE 5
X CONTENTS
12 STEP 6: CREATING COMMUNICATION - HOW DO WE MAKE 155
COMMUNICATION WORK FOR OUR SALE(S)? KEY POINTS 155
SIZZLE 155
THE TWO MOMENTS 157
THINKING THROUGH THE LINE 158
SHOPPING REALITIES 160
HUSBANDS COME AND GO 161
TRYVERTISING - BUILDING EXCITEMENT THROUGH TRIAL 162
BURZZ - BUILDING EXCITEMENT THROUGH RETAIL BUZZ 165
H&M, THE KING OF BURZZ 167
SUBCULTURIZING - BUILDING EXCITEMENT THROUGH AN EXISTING SUBCULTURE 168
HIP-HOPPING YOUR BRAND 170
COMMUNITIZING - BUILDING EXCITEMENT BY BUILDING A COMMUNITY 171 BRAND
SURGERY 173
STRATEGY IS CREATIVE; STRATEGY IS EXECUTION 175
KEY THINGS TO DO NOW 175
13 STEP 7: ORGANIZATIONAL ENHANCEMENT - EMPOWERING YOUR 177 ORGANIZATION
TO THINK SALE(S) KEY POINTS 177
THE RETAILIZED COMPANY 178
GET CURIOUS 180
GET CREATIVE 182
GET PRODUCTING 183
GET EVERYONE INVOLVED 184
GET TALKING 185
GET MOVING 186
GET RETAILIZING 188
KEY THINGS TO DO NOW 188
14 LET S RETAILIZE: RECHARGING AND REGAINING BRAND POWER 191
THE END: RETAILIZATION ON A PAGE 197
REFERENCES 199
INDEX 211
|
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV036598617 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:43:52Z |
| institution | BVB |
| isbn | 9780749453367 |
| language | English |
| lccn | 2009010647 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-020519175 |
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| owner | DE-91S DE-BY-TUM |
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| physical | XVIII, 221 S. graph. Darst. |
| publishDate | 2009 |
| publishDateSearch | 2009 |
| publishDateSort | 2009 |
| publisher | Kogan Page |
| record_format | marc |
| spelling | Thomassen, Lars Verfasser aut Retailization brand survival in the age of retailer power Lars Thomassen, Keith Lincoln & Anthony Aconis London ; Philadelphia, Pa. Kogan Page 2009 XVIII, 221 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Retail trade Brand name products Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Konsumgüterindustrie (DE-588)4194766-6 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Konsumgüterindustrie (DE-588)4194766-6 s Markenpolitik (DE-588)4144679-3 s Marketingmanagement (DE-588)4168907-0 s DE-188 Lincoln, Keith Verfasser aut Aconis, Anthony Verfasser aut DE-601 pdf/application http://www.gbv.de/dms/zbw/597564043.pdf kostenfrei Inhaltsverzeichnis GBV Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020519175&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Thomassen, Lars Lincoln, Keith Aconis, Anthony Retailization brand survival in the age of retailer power Retail trade Brand name products Marketingmanagement (DE-588)4168907-0 gnd Konsumgüterindustrie (DE-588)4194766-6 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4194766-6 (DE-588)4144679-3 |
| title | Retailization brand survival in the age of retailer power |
| title_auth | Retailization brand survival in the age of retailer power |
| title_exact_search | Retailization brand survival in the age of retailer power |
| title_full | Retailization brand survival in the age of retailer power Lars Thomassen, Keith Lincoln & Anthony Aconis |
| title_fullStr | Retailization brand survival in the age of retailer power Lars Thomassen, Keith Lincoln & Anthony Aconis |
| title_full_unstemmed | Retailization brand survival in the age of retailer power Lars Thomassen, Keith Lincoln & Anthony Aconis |
| title_short | Retailization |
| title_sort | retailization brand survival in the age of retailer power |
| title_sub | brand survival in the age of retailer power |
| topic | Retail trade Brand name products Marketingmanagement (DE-588)4168907-0 gnd Konsumgüterindustrie (DE-588)4194766-6 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Retail trade Brand name products Marketingmanagement Konsumgüterindustrie Markenpolitik |
| url | http://www.gbv.de/dms/zbw/597564043.pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020519175&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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