Retail marketing and branding a definitive guide to maximizing ROI
Perrey, Jesko.
Retail marketing and branding a definitive guide to maximizing ROI Jesko Perrey and Dennis Spillecke. - 2nd ed. - Hoboken, NJ Wiley 2013 Hoboken, NJ Wiley 2013 - xxii, 374 p. ill., maps 24 cm
Previous ed. : 2011.
Includes bibliographical references and index.
Part I Building Superior Retail Brands. Principles of Successful Brand Management: Art, Science, Craft ; Segmentation ; A Guide to Excellence in Retail Brand Management ; Developing and Refining Retail Formats ; Store Brand Portfolio Management ; Private Label Branding. -- Part II: Optimizing Marketing ROI. How to Spend It: Fact-based Media Mix Optimization ; Budget Sizing: The Million-dollar Question ; Budget Prioritization ; Reach-Cost-Quality ; Marketing Mix Modeling ; The Digital Retail (R)evolution ; POS Marketing ; Leaflets and Local Print Advertising: How to Achieve Local Media Excellence ; Fact-based Promotion Management ; Excellence in Classical Media ; Digital Marketing Excellence ; Maximizing Customer Value with Data-driven CLM ; Smart Sourcing. -- Part III: Ten Perspectives on Retail Marketing ; Ten Perspectives on Retail Marketing.
"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 foll
1118489527 (hbk.) 9781118489529 (hbk.)
GBB277628 bnb
Brand name products
Branding (Marketing)
Rate of return
Retail marketing and branding a definitive guide to maximizing ROI Jesko Perrey and Dennis Spillecke. - 2nd ed. - Hoboken, NJ Wiley 2013 Hoboken, NJ Wiley 2013 - xxii, 374 p. ill., maps 24 cm
Previous ed. : 2011.
Includes bibliographical references and index.
Part I Building Superior Retail Brands. Principles of Successful Brand Management: Art, Science, Craft ; Segmentation ; A Guide to Excellence in Retail Brand Management ; Developing and Refining Retail Formats ; Store Brand Portfolio Management ; Private Label Branding. -- Part II: Optimizing Marketing ROI. How to Spend It: Fact-based Media Mix Optimization ; Budget Sizing: The Million-dollar Question ; Budget Prioritization ; Reach-Cost-Quality ; Marketing Mix Modeling ; The Digital Retail (R)evolution ; POS Marketing ; Leaflets and Local Print Advertising: How to Achieve Local Media Excellence ; Fact-based Promotion Management ; Excellence in Classical Media ; Digital Marketing Excellence ; Maximizing Customer Value with Data-driven CLM ; Smart Sourcing. -- Part III: Ten Perspectives on Retail Marketing ; Ten Perspectives on Retail Marketing.
"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 foll
1118489527 (hbk.) 9781118489529 (hbk.)
GBB277628 bnb
Brand name products
Branding (Marketing)
Rate of return