Retail marketing and branding
Subtitle: a definitive guide to maximizing ROI
By: Jesko Perrey and Dennis Spillecke
Contributors: Spillecke, Dennis
Publisher: Wiley
Published: 2011
Place of publication: Chichester, West Sussex
Language: eng
Number of pages: 300
ISBN-13: 9780470979662
Subjects: Merknamen; Brand name products; Marketing; Detailhandel; Branding (Marketing); Retail trade
Notes: "Perspectives on consumer industries & retail"--Book jacket.

Includes index.
Table of contents: title: 1. 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: Store brand portfolio management; title: Private label branding; title: 2. Optimizing marketing ROI; title: Budget sizing: the million dollar question; title: Budget prioritization; title: How to spend it: fact-based media mix optimization; title: Reach-cost-quality; title: Marketing mix modelling; title: The digital evolution of retail marketing; title: POS marketing; title: Leaflets and local print advertising: how to achieve local media excellence; title: Excellence in classical media; title: Digital marketing excellence; title: Boosting customer value through CLM; title: Smart sourcing; title: 3. Ten perspectives on retail marketing.