Retail marketing and branding
Subtitle: a definitive guide to maximizing ROI
By: Jesko Perrey and Dennis Spillecke
Contributors: Spillecke, Dennis
Edition: 2nd ed.
Publisher: Wiley
Published: 2013
Place of publication: Chichester, West Sussex, UK
Language: eng
Number of pages: 374
ISBN-13: 9781118489529
Subjects: Brand name products; Rate of return; Branding (Marketing); Retail trade
Description: "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."--
Notes: Previous edition: 2011.

Includes bibliographical references and index.
Table of contents: title: Part I: Building superior retail brands; title: Principles of successful brand management: art, science, craft; title: Segmentation; title: A guide to excellence in retail brand management; title: Developing and refining retail formats; title: Store brand portfolio management; title: Private label branding; title: Part II: Optimizing marketing ROI; title: How to spend it: fact-based media mix optimization; title: Budget sizing: the million-dollar question; title: Budget prioritization; title: Reach-cost-quality; title: Marketing mix modeling; title: The digital retail (r)evolution; title: POS marketing; title: Leaflets and local print advertising: how to achieve local media excellence; title: Fact-based promotion management; title: Excellence in classical media; title: Digital marketing excellence; title: Maximizing customer value with data-driven CLM; title: Smart sourcing; title: Part III: ten Perspectives on retail marketing; title: Ten perspectives on retail marketing.