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Retail Marketing and Branding : a Definitive Guide to Maximizing ROI.
Today's shoppers go online to research locations, compare prices or read reviews before they go to a store, and as soon as they are back home, they post details about their shopping experience on Facebook or other social media platforms. Online agencies rave about viral campaigns, guerrilla mar...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
John Wiley & Sons,
2011.
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| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 049 | |a UAMI | ||
| 100 | 1 | |a Perrey, Jesko. | |
| 245 | 1 | 0 | |a Retail Marketing and Branding : |b a Definitive Guide to Maximizing ROI. |
| 260 | |a Hoboken : |b John Wiley & Sons, |c 2011. | ||
| 300 | |a 1 online resource (334 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 505 | 0 | |a Title Page; Copyright Page; Introduction; Why you should read this book; Who this book is for; How this book was created; How you should read this book; Acknowledgements; Foreword; Part I -- Building Superior Retail Brands; CHAPTER 1 -- PRINCIPLES OF SUCCESSFUL BRAND MANAGEMENT: ART -- SCIENCE -- CRAFT; CHAPTER 2 -- SEGMENTATION; CHAPTER 3 -- A GUIDE TO EXCELLENCE IN RETAIL BRAND MANAGEMENT; CHAPTER 4 -- STORE BRAND PORTFOLIO MANAGEMENT; CHAPTER 5 -- PRIVATE LABEL BRANDING; Part II -- Optimizing Marketing ROI; CHAPTER 6 -- BUDGET SIZING: THE MILLION DOLLAR QUESTION; CHAPTER 7 -- BUDGET PRIORITIZATION. | |
| 505 | 8 | |a CHAPTER 8 -- HOW TO SPEND IT: FACT-BASED MEDIA MIX OPTIMIZATIONCHAPTER 9 -- REACH -- COST -- QUALITY; CHAPTER 10 -- MARKETING MIX MODELLING; CHAPTER 11 -- THE DIGITAL EVOLUTION OF RETAIL MARKETING; CHAPTER 12 -- POS MARKETING; CHAPTER 13 -- LEAFLETS AND LOCAL PRINT ADVERTISING: HOW TO ACHIEVE LOCAL MEDIA EXCELLENCE; CHAPTER 14 -- EXCELLENCE IN CLASSICAL MEDIA; CHAPTER 15 -- DIGITAL MARKETING EXCELLENCE; CHAPTER 16 -- BOOSTING CUSTOMER VALUE THROUGH CLM; CHAPTER 17 -- SMART SOURCING; Part III -- Ten Perspectives on Retail Marketing; CHAPTER 18 -- TEN PERSPECTIVES ON RETAIL MARKETING; CONTRIBUTORS; INDEX. | |
| 520 | |a Today's shoppers go online to research locations, compare prices or read reviews before they go to a store, and as soon as they are back home, they post details about their shopping experience on Facebook or other social media platforms. Online agencies rave about viral campaigns, guerrilla marketing and 360° communication. IT specialists are peddling one-to-one marketing tools and integrated customer data warehousing solutions. Should retailers care about any of this? The authors of this book firmly believe that they should -- but in an environment of accelerating change, even veterans of the r. | ||
| 588 | 0 | |a Print version record. | |
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Brand name products. | |
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Retail trade. | |
| 650 | 6 | |a Produits de marque. | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 6 | |a Commerce de détail. | |
| 650 | 7 | |a branding. |2 aat | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Advertising & Promotion. |2 bisacsh | |
| 650 | 7 | |a Brand name products |2 fast | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Retail trade |2 fast | |
| 700 | 1 | |a Spillecke, Dennis. | |
| 776 | 0 | 8 | |i Print version: |a Perrey, Jesko. |t Retail Marketing and Branding : A Definitive Guide to Maximizing ROI. |d Hoboken : John Wiley & Sons, Ltd., ©2011 |z 9780470979662 |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=675225 |z Texto completo |
| 938 | |a YBP Library Services |b YANK |n 6983055 | ||
| 938 | |a YBP Library Services |b YANK |n 12668243 | ||
| 994 | |a 92 |b IZTAP | ||