{"product_id":"retail-marketing-and-branding-isbn-9781118489529","title":"Retail Marketing and Branding","description":"\u003cp\u003e\u003ci\u003eRetail Marketing and Branding, 2nd Edition\u003c\/i\u003e looks at how retailers can make more out of their marketing money with retail best practices in branding and marketing spend optimization.\u003c\/p\u003e \u003cp\u003eThe second edition of \u003ci\u003eRetail Marketing and Branding\u003c\/i\u003e includes the following updates:\u003c\/p\u003e \u003cp\u003e* New and updated case examples\u003c\/p\u003e \u003cp\u003e* Updated figures and examples throughout\u003c\/p\u003e \u003cp\u003e* New interviewers with recent experiences\u003c\/p\u003e \u003cp\u003e* Additional chapters\u003c\/p\u003e  Foreword xi  \u003cp\u003eIntroduction to the Second Edition xiii\u003c\/p\u003e \u003cp\u003eSecond Edition Acknowledgments xv\u003c\/p\u003e \u003cp\u003eIntroduction to the First Edition xvii\u003c\/p\u003e \u003cp\u003eFirst Edition Acknowledgments xxi\u003c\/p\u003e \u003cp\u003eCommonly Used Acronyms xxiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Building Superior Retail Brands 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Principles of Successful Brand Management: Art, Science, Craft 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eArt, science, craft 5\u003c\/p\u003e \u003cp\u003eCreativity and consistency 6\u003c\/p\u003e \u003cp\u003eStrengths and weaknesses 8\u003c\/p\u003e \u003cp\u003eTouch point orchestration 9\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Segmentation 21\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRelevance in retail 22\u003c\/p\u003e \u003cp\u003eTop management attention 23\u003c\/p\u003e \u003cp\u003eConsumer needs 26\u003c\/p\u003e \u003cp\u003eStrategic segmentation 30\u003c\/p\u003e \u003cp\u003eImplementation 32\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 A Guide to Excellence in Retail Brand Management 37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe brand diamond 37\u003c\/p\u003e \u003cp\u003eThe brand purchase funnel 42\u003c\/p\u003e \u003cp\u003eBrandMatics 45\u003c\/p\u003e \u003cp\u003eThe brand promise 50\u003c\/p\u003e \u003cp\u003eBrand delivery 52\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Developing and Refining Retail Formats 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBasic types of format development 64\u003c\/p\u003e \u003cp\u003eThe four-step process 66\u003c\/p\u003e \u003cp\u003eImplementation support 74\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Store Brand Portfolio Management 77\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMultiple formats and brands 78\u003c\/p\u003e \u003cp\u003eBrandMatics Advanced 80\u003c\/p\u003e \u003cp\u003eThe brand space map 81\u003c\/p\u003e \u003cp\u003eImpact estimation 84\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Private Label Branding 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePL growth 90\u003c\/p\u003e \u003cp\u003eFour generations of PL 95\u003c\/p\u003e \u003cp\u003ePL strategy 100\u003c\/p\u003e \u003cp\u003eSKU selection 102\u003c\/p\u003e \u003cp\u003eCapabilities 103\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Optimizing Marketing ROI 105\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 How to Spend It: Fact-based Media Mix Optimization 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMedia landscape transformation 108\u003c\/p\u003e \u003cp\u003eEqual footing 110\u003c\/p\u003e \u003cp\u003eThree approaches 112\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Budget Sizing: The Million-dollar Question 117\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSystematic approach 117\u003c\/p\u003e \u003cp\u003eTransparency 119\u003c\/p\u003e \u003cp\u003eOutside-in benchmarking 121\u003c\/p\u003e \u003cp\u003eInside-out budgeting 123\u003c\/p\u003e \u003cp\u003eEfficiency modeling 125\u003c\/p\u003e \u003cp\u003eBudget level estimate 126\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Budget Prioritization 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDecision mode 129\u003c\/p\u003e \u003cp\u003eInvestment units 131\u003c\/p\u003e \u003cp\u003eFull transparency 134\u003c\/p\u003e \u003cp\u003ePrioritization criteria 136\u003c\/p\u003e \u003cp\u003eAvoiding automation 140\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Reach–Cost–Quality 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eVehicle optimization 148\u003c\/p\u003e \u003cp\u003eApples and apples 149\u003c\/p\u003e \u003cp\u003eUniversal scores 157\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Marketing Mix Modeling 161\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow to spend it 161\u003c\/p\u003e \u003cp\u003eImpact comparison 163\u003c\/p\u003e \u003cp\u003eApplications 165\u003c\/p\u003e \u003cp\u003eMulti-lever transparency 166\u003c\/p\u003e \u003cp\u003eWhat to watch out for 168\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 The Digital Retail (R)evolution 179\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEnd-to-end digitalization 181\u003c\/p\u003e \u003cp\u003eChannel convergence 183\u003c\/p\u003e \u003cp\u003eLocalization 186\u003c\/p\u003e \u003cp\u003eSocial media 188\u003c\/p\u003e \u003cp\u003eContent management 191\u003c\/p\u003e \u003cp\u003eBrick-and-mortar 192\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 POS Marketing 197\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe most powerful vehicle 197\u003c\/p\u003e \u003cp\u003eLack of leverage 199\u003c\/p\u003e \u003cp\u003eSystematic management 200\u003c\/p\u003e \u003cp\u003eTangible and intangible elements 203\u003c\/p\u003e \u003cp\u003eThe human factor 211\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 Leaflets and Local Print Advertising: How to Achieve Local Media Excellence 217\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe true point of sale 217\u003c\/p\u003e \u003cp\u003eA complex challenge 219\u003c\/p\u003e \u003cp\u003eFine-tuning 222\u003c\/p\u003e \u003cp\u003eProduct selection 223\u003c\/p\u003e \u003cp\u003eGeo-marketing 225\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 Fact-based Promotion Management 231\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBalance pricing and promotions 232\u003c\/p\u003e \u003cp\u003eKPIs for optimization 235\u003c\/p\u003e \u003cp\u003eSupplier negotiations 239\u003c\/p\u003e \u003cp\u003eMargin improvement 241\u003c\/p\u003e \u003cp\u003e\u003cb\u003e16 Excellence in Classical Media 247\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA key element 248\u003c\/p\u003e \u003cp\u003eCreativity and content fit 252\u003c\/p\u003e \u003cp\u003eTesting and learning 255\u003c\/p\u003e \u003cp\u003eMessage delivery 257\u003c\/p\u003e \u003cp\u003eCreative partners 261\u003c\/p\u003e \u003cp\u003e\u003cb\u003e17 Digital Marketing Excellence 269\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eValue proposition 270\u003c\/p\u003e \u003cp\u003eDigital strategy 272\u003c\/p\u003e \u003cp\u003eSearch engine marketing 276\u003c\/p\u003e \u003cp\u003eDisplay advertising 280\u003c\/p\u003e \u003cp\u003eSocial media integration 282\u003c\/p\u003e \u003cp\u003eDigital marketing organization 287\u003c\/p\u003e \u003cp\u003e\u003cb\u003e18 Maximizing Customer Value with Data-driven CLM 297\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFull value 298\u003c\/p\u003e \u003cp\u003eDeep understanding 302\u003c\/p\u003e \u003cp\u003ePredictive modeling 305\u003c\/p\u003e \u003cp\u003eKeeping track 308\u003c\/p\u003e \u003cp\u003eCapability building 310\u003c\/p\u003e \u003cp\u003eApplications 316\u003c\/p\u003e \u003cp\u003e\u003cb\u003e19 Smart Sourcing 325\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSizeable savings 326\u003c\/p\u003e \u003cp\u003eEfficiency levers 329\u003c\/p\u003e \u003cp\u003eEfficiency optimization 332\u003c\/p\u003e \u003cp\u003eBest practice 337\u003c\/p\u003e \u003cp\u003eDeep dive 340\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Ten Perspectives on Retail Marketing 347\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e20 Ten Perspectives on Retail Marketing 349\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eContributors 351\u003c\/p\u003e \u003cp\u003eIndex 365\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eDr. Jesko Perrey\u003c\/b\u003e Director, Düsseldorf Jesko Perrey is the global leader of the CLM (Customer Lifecycle Management) service line and a core member of the leadership team of the EMEA Consumer Goods \u0026amp; Retail Practice at McKinsey. His focus is on brand management, marketing ROI, segmentation, and CLM across different industries. Jesko is the author of many articles and essays in leading journals and compendiums, particularly on marketing-related subjects such as branding, marketing ROI, segmentation, and CLM, and coauthor of the book Power Brands. He holds an MBA and a PhD from the University of Münster.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eDr. Dennis Spillecke\u003c\/b\u003e Principal, Cologne Dennis Spillecke is a core member of the EMEA Consumer Goods \u0026amp; Retail Practice, as well as of the EMEA Marketing \u0026amp; Sales Practice at McKinsey. Dennis leads the global service line on marketing ROI and branding. In recent years, Dennis’ work has focused primarily on the areas of digital marketing, marketing ROI, and branding. Dennis holds a PhD from the Otto Beisheim School of Management (WHU) in Vallendar.\u003c\/p\u003e  \u003cp\u003eCONTRIBUTORS\u003c\/p\u003e \u003cp\u003eFrancesco Banfi, Paris\u003c\/p\u003e \u003cp\u003eReinhold Barchet, Düsseldorf\u003c\/p\u003e \u003cp\u003eDr. Thomas Bauer, Munich\u003c\/p\u003e \u003cp\u003eGabriele Bavagnoli, Milan\u003c\/p\u003e \u003cp\u003eRishi Bhandari, Chicago\u003c\/p\u003e \u003cp\u003eAdam Bird, Munich\u003c\/p\u003e \u003cp\u003eJochen Böringer, Düsseldorf\u003c\/p\u003e \u003cp\u003eDr. Peter Breuer, Cologne\u003c\/p\u003e \u003cp\u003eDr. Benjamin Brudler, Hamburg\u003c\/p\u003e \u003cp\u003eJean-Baptiste Coumau, Paris\u003c\/p\u003e \u003cp\u003eLinda Dauriz, Munich\u003c\/p\u003e \u003cp\u003eDavid Edelman, Boston\u003c\/p\u003e \u003cp\u003eThierry Elmalem, London\u003c\/p\u003e \u003cp\u003eDr. Lars Fiedler, Hamburg\u003c\/p\u003e \u003cp\u003eJohn Forsyth, Stamford\u003c\/p\u003e \u003cp\u003eDr. Tjark Freundt, Hamburg\u003c\/p\u003e \u003cp\u003eNicolò Galante, Paris\u003c\/p\u003e \u003cp\u003eJonathan Gordon, New York\u003c\/p\u003e \u003cp\u003eDr. Roland Harste, Hamburg\u003c\/p\u003e \u003cp\u003eHolger Hürtgen, Düsseldorf\u003c\/p\u003e \u003cp\u003eIngeborg Molden Hegstad, Oslo\u003c\/p\u003e \u003cp\u003eTobias Karmann, Cologne\u003c\/p\u003e \u003cp\u003eDr. Lars Köster, Hamburg\u003c\/p\u003e \u003cp\u003eDr. Mathias Kullmann, Düsseldorf\u003c\/p\u003e \u003cp\u003eSascha B. Lehmann, Hamburg\u003c\/p\u003e \u003cp\u003eClarisse Magnin-Mallez, Paris\u003c\/p\u003e \u003cp\u003eTarek Mansour, Montreal\u003c\/p\u003e \u003cp\u003eMarco Mazzù, Rome\u003c\/p\u003e \u003cp\u003eDr. Thomas Meyer, London\u003c\/p\u003e \u003cp\u003eJan Middelhoff, Düsseldorf\u003c\/p\u003e \u003cp\u003eDr. Boris Mittermüller, Cologne\u003c\/p\u003e \u003cp\u003eStefanie Möller, Cologne\u003c\/p\u003e \u003cp\u003eDr. Jesko Perrey, Düsseldorf\u003c\/p\u003e \u003cp\u003eAndrew Pickersgill, Toronto\u003c\/p\u003e \u003cp\u003eAlex Perez-Tenessa de Block, Chicago\u003c\/p\u003e \u003cp\u003eSteffi Schreiner, Munich\u003c\/p\u003e \u003cp\u003eDr. Dennis Spillecke, Cologne\u003c\/p\u003e \u003cp\u003eDr. Yvonne Staack, Hamburg\u003c\/p\u003e \u003cp\u003eDr. Andris Umblijs, London\u003c\/p\u003e \u003cp\u003eDr. Kai Vollhardt, Frankfurt\u003c\/p\u003e \u003cp\u003eDr. Tobias Wachinger, Munich\u003c\/p\u003e \u003cp\u003eDr. Anja Weissgerber, Berlin\u003c\/p\u003e \u003cp\u003eStefano Zerbi, Milan\u003c\/p\u003e \u003cp\u003eEXECUTIVE EDITOR\u003c\/p\u003e \u003cp\u003eDr. Cornelius Grupen, Hamburg\u003c\/p\u003e  Did you know that...?   \u003cul\u003e \u003cli\u003e…strong brands have consistently outperformed benchmarks like the MSCI World index in the past decade?\u003c\/li\u003e \u003cli\u003e…the profitability cycle of new retail formats has shortened from more than a decade to less than a year since the 1960s?\u003c\/li\u003e \u003cli\u003e…the share of private labels exceeds 50 percent in many categories and still sees double-digit growth in some saturated markets?\u003c\/li\u003e \u003cli\u003e…30 percent of all in-store signage is noticed by less than one percent of shoppers on average?\u003c\/li\u003e \u003cli\u003e…two thirds of all consumers globally use online product reviews to make purchase decisions?\u003c\/li\u003e \u003cli\u003e…leaflets are read by up to 90 percent of consumers, and that households receive up to 30 leaflets per week?\u003c\/li\u003e \u003cli\u003e…25 percent of shoppers are actively looking for promotions to be able to afford their favorite brands despite tight budgets?\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eIf you want to find out how these and other facts can help you grow your business, this book is for you. To help retail executives take robust decisions in an environment of accelerating change, Retail Marketing and Branding provides a unique combination of strategic thinking and cutting-edge\u003cbr\u003e analysis. The second edition has new chapters on format development and fact-based promotion management, as well as fully revised chapters on digital marketing.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989956411621,"sku":"NP9781118489529","price":65.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118489529.jpg?v=1761786022","url":"https:\/\/k12savings.com\/products\/retail-marketing-and-branding-isbn-9781118489529","provider":"K12savings","version":"1.0","type":"link"}