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Retail marketing and branding a definitive guide to maximizing ROI Jesko Perrey and Dennis Spillecke.

By: Contributor(s): Material type: TextTextPublication details: Hoboken, NJ Wiley 2013; Hoboken, NJ Wiley 2013Edition: 2nd edDescription: xxii, 374 p. ill., maps 24 cmISBN:
  • 1118489527 (hbk.)
  • 9781118489529 (hbk.)
Subject(s):
Contents:
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.
Summary: "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
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Holdings
Item type Current library Call number Status Date due Barcode
BOOK BOOK KKTM Lenggong HF5415.1255 .P47 2013 (Browse shelf(Opens below)) Available 0000065446
BOOK BOOK KKTM Lenggong HF5415.1255 .P47 2013 (Browse shelf(Opens below)) Available 0000065447
BOOK BOOK KKTM Lenggong HF5415.1255 .P47 2013 (Browse shelf(Opens below)) Available 0000065448
BOOK BOOK MRSM Bagan Datuk PE1130 .A45 2016 (Browse shelf(Opens below)) Available 00000036
BOOK BOOK MRSM Bagan Datuk PE1130 .A45 2016 (Browse shelf(Opens below)) Available 00000037

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

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