Fundamentals of retailing and shopper marketing:
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Harlow u.a.
Pearson
2013
|
| Ausgabe: | 1. publ. |
| Schriftenreihe: | Always learning
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturverz. S. 331 - 334 |
| Beschreibung: | XVI, 340 S. Ill., graph. Darst. |
| ISBN: | 9780273757399 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV042060803 | ||
| 003 | DE-604 | ||
| 005 | 00000000000000.0 | ||
| 007 | t | ||
| 008 | 140905s2013 xxkad|| |||| 00||| eng d | ||
| 010 | |a 012023217 | ||
| 020 | |a 9780273757399 |9 978-0-273-75739-9 | ||
| 035 | |a (OCoLC)839900812 | ||
| 035 | |a (DE-599)BVBBV042060803 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 044 | |a xxk |c GB | ||
| 049 | |a DE-573 | ||
| 050 | 0 | |a HF5429 | |
| 082 | 0 | |a 658.8/7 |2 23 | |
| 084 | |a QQ 440 |0 (DE-625)141974: |2 rvk | ||
| 245 | 1 | 0 | |a Fundamentals of retailing and shopper marketing |c Jan Hillesland... |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Harlow u.a. |b Pearson |c 2013 | |
| 300 | |a XVI, 340 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a Always learning | |
| 500 | |a Literaturverz. S. 331 - 334 | ||
| 650 | 4 | |a Retail trade | |
| 650 | 4 | |a Marketing | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Einzelhandel |0 (DE-588)4127747-8 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | 1 | |a Einzelhandel |0 (DE-588)4127747-8 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Hillesland, Jan |d 1962- |e Sonstige |0 (DE-588)1028529112 |4 oth | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027501678&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-027501678 | ||
Datensatz im Suchindex
| _version_ | 1804152498844336128 |
|---|---|
| adam_text | Titel: Fundamentals of retailing and shopper marketing
Autor: Hillesland, Jan
Jahr: 2013
Contents
Publisher s acknowledgements x
List of contributors xi
Introduction Becoming a specialist in shopper marketing xv
Parti The marketing discipline 3
1 The marketing discipline, as we know it today,
has to change 5
Traditional advertising is losing its effect 7
Current shopper marketing is based on feelings, not facts 16
ROCK 19
Contradictions and similarities between suppliers and retailers 20
Part II Strategy 25
2 The product and the brand 27
Brands 27
Differentiation and positioning 29
Brand pictura 39
3 Product portfolio and ;brand architecture 45
The size of a portfolio 45
Brand architecture 45
Use more time on your current product portfolio, rather than
on innovation 48
4 Brand portfolio and profitability 51
5 Introduction to consumer and shopper segmentation 61
Definitions 61
6 Consumer segmentation 65
What is consumer segmentation? 65
Segmentation models 66
7 Shopper segmentation and shopper missions 77
Introduction to shopper segmentation 77
Segmentation and basic shopper/channel research 78
Priority order of shopper segmentation 79
Shopper missions 81
The Unilever studies 84
Shopper segmentation 87
Shopper profile 93
8 Channel segmentation 97
Target groups and channels 97
Total market, category, brands, shopper segments,
channels and individual retail chains 104
Financial performance 104
9 What are the aligned prioritised commercial
opportunities? 113
Strategic framework 113
Part III In-store shopper marketing 121
10 Introduction to shopper marketing 123
Introduction 123
Act based on facts - do the shopper research! 126
Increase revenue 128
Traffic 130
Positioning of retailers 130
11 The complexity of modem retailing 133
Thomas Rudolph and Jan Niklas Meise, University
of St Gallen, Switzerland
Complexity for managers and consumers 133
Countering complexity through differentiation 136
Differentiated retail firms 138
Conclusion 145
12 Retail structure 147
Odd Gisholt, Norwegian School of Management, Bl, Norway
Introduction 147
Sales methods and chain management 148
Strategic decisions in retailing 149
Retail trends 150
Private labels 150
Wholesalers 150
Market logistics 152
Marketing shopping centres in Europe 153
13 Positioning and advertising for retail chains 161
AlfBendixen, BigBlue Company AS, Norway
Retail chains 161
14 Retail distribution, traffic and bonding 171
Advertising 173
Traffic 174
Leaflets and direct mail 175
Location and habit 175
Increase bonding and loyalty 177
15 Loyalty programmes 183
Truls Fjeldstad, NorgesGruppen ASA, Norway
Introduction 183
History and background 185
Different types of loyalty programmes/cards 186
Loyalty programmes content 191
How to develop a CRM activity plan using sophisticated
segmentation models 194
How a loyalty programme can drive growth and profitability 198
16 Inside the supermarket 201
Inside the supermarket 201
17 Retail atmospherics 209
Jens Nordfalt, Stockholm School of Economics, Sweden
Shoppers and the in-store atmosphere 210
Design factors 216
In-store layout 217
Colour and light 219
Signage 220
Atmospheric background factors: music, scent, and touch 221
Social factors 225
Summary discussion and further research 226
18 Optimise location and floor plans 229
Be present in a relevant location in the shop 229
19 Category merchandising and category management 243
Category merchandising 243
Category management 249
20 Merchandising on shelf: range and assortment 253
Merchandising on shelf 253
Category and brand drivers 254
Merchandising basics 256
Let sales results be the driver 263
Other results - heat maps 263
Choose relevant competitive adjacencies 264
Shelf-ready packaging (SRP) 265
Range and assortment 266
21 Pricing 273
Relative pricing 275
Price strategy 275
Price elasticity - how to use it 282
22 Point of sale (POS) and promotions 285
POS is advertising in-store! 287
Objective POS - material 288
BRIEF trade activity 290
Promotion payback calculations 291
Loyal shoppers and consumers 292
POS 293
POS: basic testing 297
In-store media 303
23 Packaging design 307
Jesper Clement, Copenhagen Business School, Denmark
The role of packaging design 307
Answers to mystery brands 317
24 Implementation 319
Implementation of shopper marketing as a discipline 319
Notes 323
References 331
Index 335
|
| any_adam_object | 1 |
| author_GND | (DE-588)1028529112 |
| building | Verbundindex |
| bvnumber | BV042060803 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5429 |
| callnumber-raw | HF5429 |
| callnumber-search | HF5429 |
| callnumber-sort | HF 45429 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QQ 440 |
| ctrlnum | (OCoLC)839900812 (DE-599)BVBBV042060803 |
| dewey-full | 658.8/7 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/7 |
| dewey-search | 658.8/7 |
| dewey-sort | 3658.8 17 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01548nam a2200445 c 4500</leader><controlfield tag="001">BV042060803</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">140905s2013 xxkad|| |||| 00||| eng d</controlfield><datafield tag="010" ind1=" " ind2=" "><subfield code="a">012023217</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780273757399</subfield><subfield code="9">978-0-273-75739-9</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)839900812</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV042060803</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">xxk</subfield><subfield code="c">GB</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-573</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5429</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8/7</subfield><subfield code="2">23</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QQ 440</subfield><subfield code="0">(DE-625)141974:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Fundamentals of retailing and shopper marketing</subfield><subfield code="c">Jan Hillesland...</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">1. publ.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Harlow u.a.</subfield><subfield code="b">Pearson</subfield><subfield code="c">2013</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XVI, 340 S.</subfield><subfield code="b">Ill., graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="490" ind1="0" ind2=" "><subfield code="a">Always learning</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Literaturverz. S. 331 - 334</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Retail trade</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Einzelhandel</subfield><subfield code="0">(DE-588)4127747-8</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Einzelhandel</subfield><subfield code="0">(DE-588)4127747-8</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Hillesland, Jan</subfield><subfield code="d">1962-</subfield><subfield code="e">Sonstige</subfield><subfield code="0">(DE-588)1028529112</subfield><subfield code="4">oth</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027501678&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-027501678</subfield></datafield></record></collection> |
| id | DE-604.BV042060803 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T01:11:40Z |
| institution | BVB |
| isbn | 9780273757399 |
| language | English |
| lccn | 012023217 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-027501678 |
| oclc_num | 839900812 |
| open_access_boolean | |
| owner | DE-573 |
| owner_facet | DE-573 |
| physical | XVI, 340 S. Ill., graph. Darst. |
| publishDate | 2013 |
| publishDateSearch | 2013 |
| publishDateSort | 2013 |
| publisher | Pearson |
| record_format | marc |
| series2 | Always learning |
| spelling | Fundamentals of retailing and shopper marketing Jan Hillesland... 1. publ. Harlow u.a. Pearson 2013 XVI, 340 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Always learning Literaturverz. S. 331 - 334 Retail trade Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Einzelhandel (DE-588)4127747-8 gnd rswk-swf Marketing (DE-588)4037589-4 s Einzelhandel (DE-588)4127747-8 s DE-604 Hillesland, Jan 1962- Sonstige (DE-588)1028529112 oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027501678&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Fundamentals of retailing and shopper marketing Retail trade Marketing Marketing (DE-588)4037589-4 gnd Einzelhandel (DE-588)4127747-8 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4127747-8 |
| title | Fundamentals of retailing and shopper marketing |
| title_auth | Fundamentals of retailing and shopper marketing |
| title_exact_search | Fundamentals of retailing and shopper marketing |
| title_full | Fundamentals of retailing and shopper marketing Jan Hillesland... |
| title_fullStr | Fundamentals of retailing and shopper marketing Jan Hillesland... |
| title_full_unstemmed | Fundamentals of retailing and shopper marketing Jan Hillesland... |
| title_short | Fundamentals of retailing and shopper marketing |
| title_sort | fundamentals of retailing and shopper marketing |
| topic | Retail trade Marketing Marketing (DE-588)4037589-4 gnd Einzelhandel (DE-588)4127747-8 gnd |
| topic_facet | Retail trade Marketing Einzelhandel |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027501678&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT hilleslandjan fundamentalsofretailingandshoppermarketing |