05440cam a2200625Mi 4500 ocn880909436 OCoLC 20171030095557.0 m o d cr cnu---unuuu 140505s2012 xx o 000 0 eng 9781119207900 (electronic bk.) 1119207908 (electronic bk.) 9781118489505 1118489500 AU@ 000052917396 DEBBG BV043396830 GBVCP 856571261 (OCoLC)880909436 AU@ eng pn AU@ UKDOC DG1 OCLCF OCLCQ OCLCO DEBBG OCLCQ MAIN HF5415.1255 .P47 2012 658.8 658.8700688 Perrey, Jesko. Retail Marketing and Branding : a Definitive Guide to Maximizing ROI / [electronic resource] 2nd ed. Hoboken : Wiley, 2012. 1 online resource (399 pages) text txt rdacontent computer c rdamedia online resource cr rdacarrier RETAIL MARKETING AND BRANDING; Contents; Foreword; Introduction to the Second Edition; Second Edition Acknowledgments; Introduction to the First Edition; First Edition Acknowledgments; Commonly Used Acronyms; Part I Building Superior Retail Brands; 1 Principles of Successful Brand Management: Art, Science, Craft; Art, science, craft; Creativity and consistency; Strengths and weaknesses; Touch point orchestration; 2 Segmentation; Relevance in retail; Top management attention; Consumer needs; Strategic segmentation; Implementation; 3 A Guide to Excellence in Retail Brand Management. The brand diamondThe brand purchase funnel; BrandMatics; The brand promise; Brand delivery; 4 Developing and Refining Retail Formats; Basic types of format development; The four-step process; Implementation support; 5 Store Brand Portfolio Management; Multiple formats and brands; BrandMatics Advanced; The brand space map; Impact estimation; 6 Private Label Branding; PL growth; Four generations of PL; PL strategy; SKU selection; Capabilities; Part II Optimizing Marketing ROI; 7 How to Spend It: Fact-based Media Mix Optimization; Media landscape transformation; Equal footing; Three approaches. 8 Budget Sizing: The Million-dollar QuestionSystematic approach; Transparency; Outside-in benchmarking; Inside-out budgeting; Efficiency modeling; Budget level estimate; 9 Budget Prioritization; Decision mode; Investment units; Full transparency; Prioritization criteria; Avoiding automation; 10 Reach-Cost-Quality; Vehicle optimization; Apples and apples; Universal scores; 11 Marketing Mix Modeling; How to spend it; Impact comparison; Applications; Multi-lever transparency; What to watch out for; 12 The Digital Retail (R)evolution; End-to-end digitalization; Channel convergence; Localization. Social mediaContent management; Brick-and-mortar; 13 POS Marketing; The most powerful vehicle; Lack of leverage; Systematic management; Tangible and intangible elements; The human factor; 14 Leaflets and Local Print Advertising: How to Achieve Local Media Excellence; The true point of sale; A complex challenge; Fine-tuning; Product selection; Geo-marketing; 15 Fact-based Promotion Management; Balance pricing and promotions; KPIs for optimization; Supplier negotiations; Margin improvement; 16 Excellence in Classical Media; A key element; Creativity and content fit; Testing and learning. Message deliveryCreative partners; 17 Digital Marketing Excellence; Value proposition; Digital strategy; Search engine marketing; Display advertising; Social media integration; Digital marketing organization; 18 Maximizing Customer Value with Data-driven CLM; Full value; Deep understanding; Predictive modeling; Keeping track; Capability building; Applications; 19 Smart Sourcing; Sizeable savings; Efficiency levers; Efficiency optimization; Best practice; Deep dive; Part III Ten Perspectives on Retail Marketing; 20 Ten Perspectives on Retail Marketing; Contributors; Index. 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. Print version record. Rate of return. Branding (Marketing) Marketing Cost effectiveness. Marketing Management. Brand name products. Branding (Marketing) Retail trade. Branding (Marketing) fast (OCoLC)fst01743755 Marketing Cost effectiveness. fast (OCoLC)fst01010183 Marketing Management. fast (OCoLC)fst01010209 Rate of return. fast (OCoLC)fst01090236 Electronic books. Spillecke, Dennis. Print version: Perrey, Jesko. Retail Marketing and Branding : A Definitive Guide to Maximizing ROI. Hoboken : Wiley, ©2012 9781118489529 http://onlinelibrary.wiley.com/book/10.1002/9781119207900 Wiley Online Library ddc BK 207480 207480