Retail marketing and branding: a definitive guide to maximizing ROI ; [perspectives on consumer industries & retail]
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chichester
Wiley
2011
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVIII, 300 S. Ill., graph. Darst. |
| ISBN: | 9780470979662 |
Internformat
MARC
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| 250 | |a 1. publ. | ||
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-021117065 | ||
Datensatz im Suchindex
| _version_ | 1804143792346890240 |
|---|---|
| adam_text | Titel: Retail marketing and branding
Autor: Perrey, Jesko
Jahr: 2011
CONTENTS
Introduction xi
Acknowledgements xv
Foreword xvii
Part I Building Superior Retail Brands 1
1 Principles of successful brand management: art - science - craft 3
Art, science and craft 5
Creativity and consistency 6
Strengths and weaknesses 8
Touch point orchestration 9
2 Segmentation 17
Relevance in retail 18
Top management attention 19
Consumer needs 22
Strategic segmentation 26
Implementation 27
3 A guide to excellence in retail brand management 31
The brand diamond 31
The brand purchase funnel 36
BrandMatics 39
The brand promise 44
Brand delivery 46
4 Store brand portfolio management 51
Multiple formats and brands 52
BrandMatics Advanced 54
The brand space map 55
Impact estimation 58
5 Private label branding 63
PL growth 63
Four generations of PL 68
PL strategy 73
SKU selection 75
Capabilities 75
Part II Optimizing Marketing ROI 79
6 Budget sizing: the million dollar question 81
Systematic approach 81
Transparency 83
Outside-in benchmarking 84
Inside-out budgeting 87
Efficiency modelling 88
Budget level estimate 89
7 Budget prioritization 93
Decision mode 93
Investment units 95
Full transparency 97
Prioritization criteria 99
Avoiding automation 103
Interview with Pia Mellbye, ICA 105
8 How to spend it: fact-based media mix optimization 111
Media landscape transformation 112
Eye-level interaction 115
Three approaches 115
9 Reach-Cost-Quality 121
Vehicle optimization 122
Apples and apples 123
Universal scores 130
Interview with Thomas Koch, TKM 133
10 Marketing Mix Modelling 135
How to spend it 135
Impact comparison 137
Applications 139
Multi-lever transparency 140
Dos and don ts 142
11 The digital evolution of retail marketing 151
Digital natives 151
Constant connectivity 155
Social interaction 158
Two-way marketing 159
Consumer control 160
Total recall 161
Evolution, not revolution 162
Interview with Alastair Bruce, Google 163
12 POS marketing 167
The most powerful vehicle 167
Lack of leverage 169
Systematic management 170
Tangible and intangible elements 173
The human factor 182
13 Leaflets and local print advertising: how to achieve local
media excellence 185
The true point of sale 185
A complex challenge 186
Fine-tuning 190
Product selection 191
Geo-marketing 192
14 Excellence in classical media 197
A key element 197
Creativity and content fit 201
Testing and learning 204
Message delivery 207
Creative partners 210
Interview with Michael Trautmann, kempertrautmann 212
15 Digital marketing excellence 217
The digital arena 218
Role of digital 219
Push vs. pull vehicles 224
Real-time marketing 230
16 Boosting customer value through CLM 233
Full value 234
Deep understanding 237
Predictive modelling 241
Keeping track 244
Data availability 246
Applications 249
Interview with Daniela Mundler, Douglas 252
17 Smart sourcing 257
Sizeable savings 258
Efficiency levers 262
Efficiency optimization 265
Best practice 270
Deep dive 271
Part III Ten Perspectives on Retail Marketing 277
18 Ten perspectives on retail marketing 279
Contributors 281
Index 293
|
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| id | DE-604.BV037202867 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:53:17Z |
| institution | BVB |
| isbn | 9780470979662 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-021117065 |
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| spelling | Perrey, Jesko 1967- Verfasser (DE-588)120292254 aut Retail marketing and branding a definitive guide to maximizing ROI ; [perspectives on consumer industries & retail] Jesko Perrey and Dennis Spillecke 1. publ. Chichester Wiley 2011 XVIII, 300 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Handelsbetrieb (DE-588)4023226-8 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Handelsbetrieb (DE-588)4023226-8 s Marketing (DE-588)4037589-4 s DE-604 Spillecke, Dennis Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021117065&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Perrey, Jesko 1967- Spillecke, Dennis Retail marketing and branding a definitive guide to maximizing ROI ; [perspectives on consumer industries & retail] Handelsbetrieb (DE-588)4023226-8 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4023226-8 (DE-588)4037589-4 |
| title | Retail marketing and branding a definitive guide to maximizing ROI ; [perspectives on consumer industries & retail] |
| title_auth | Retail marketing and branding a definitive guide to maximizing ROI ; [perspectives on consumer industries & retail] |
| title_exact_search | Retail marketing and branding a definitive guide to maximizing ROI ; [perspectives on consumer industries & retail] |
| title_full | Retail marketing and branding a definitive guide to maximizing ROI ; [perspectives on consumer industries & retail] Jesko Perrey and Dennis Spillecke |
| title_fullStr | Retail marketing and branding a definitive guide to maximizing ROI ; [perspectives on consumer industries & retail] Jesko Perrey and Dennis Spillecke |
| title_full_unstemmed | Retail marketing and branding a definitive guide to maximizing ROI ; [perspectives on consumer industries & retail] Jesko Perrey and Dennis Spillecke |
| title_short | Retail marketing and branding |
| title_sort | retail marketing and branding a definitive guide to maximizing roi perspectives on consumer industries retail |
| title_sub | a definitive guide to maximizing ROI ; [perspectives on consumer industries & retail] |
| topic | Handelsbetrieb (DE-588)4023226-8 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Handelsbetrieb Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021117065&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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