Retail Marketing and Branding : a Definitive Guide to Maximizing ROI.

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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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Perrey, Jesko
Otros Autores: Spillecke, Dennis
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken : John Wiley & Sons, 2011.
Temas:
Brand name products.
Branding (Marketing)
Retail trade.
Produits de marque.
Stratégie de marque.
Commerce de détail.
branding.
BUSINESS & ECONOMICS > Advertising & Promotion.
Brand name products
Retail trade
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.
  • 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.

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