Holdings: Retailization :: THWS Bibkatalog

Retailization: brand survival in the age of retailer power

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Bibliographic Details
Main Authors:	Thomassen, Lars (Author), Lincoln, Keith (Author), Aconis, Anthony (Author)
Format:	Book
Language:	English
Published:	London ; Philadelphia, Pa. Kogan Page 2009
Subjects:	Retail trade Brand name products Marketingmanagement Konsumgüterindustrie Markenpolitik
Online Access:	Inhaltsverzeichnis Inhaltsverzeichnis
Item Description:	Includes bibliographical references and index
Physical Description:	XVIII, 221 S. graph. Darst.
ISBN:	9780749453367

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MARC


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Record in the Search Index

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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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author	Thomassen, Lars Lincoln, Keith Aconis, Anthony
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isbn	9780749453367
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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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