Retail marketing and branding a definitive guide to maximizing ROI ; [perspectives on consumer industries & retail]
1. Building superior retail brands -- Principles of successful brand management: art - science - craft -- Segmentation -- A guide to excellence in retail brand management -- Store brand portfolio management -- Private label branding -- 2. Optimizing marketing ROI -- Budget sizing: the million dollar...
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| Format: | UnknownFormat |
| Sprache: | eng |
| Veröffentlicht: |
Chichester
Wiley
2011
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| Ausgabe: | 1. publ. |
| Schriftenreihe: | Perspectives on consumer industries & retail
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| Schlagworte: | |
| Online Zugang: | Verlagsangaben Inhaltsverzeichnis Autorenbiografie |
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Tag hinzufügen | Zusammenfassung: | 1. Building superior retail brands -- Principles of successful brand management: art - science - craft -- Segmentation -- A guide to excellence in retail brand management -- Store brand portfolio management -- Private label branding -- 2. Optimizing marketing ROI -- Budget sizing: the million dollar question -- Budget prioritization -- How to spend it: fact-based media mix optimization -- Reach-cost-quality -- Marketing mix modelling -- The digital evolution of retail marketing -- POS marketing -- Leaflets and local print advertising: how to achieve local media excellence -- Excellence in classical media -- Digital marketing excellence -- Boosting customer value through CLM -- Smart sourcing -- 3. Ten perspectives on retail marketing. |
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| Beschreibung: | Formerly CIP Uk. - Includes bibliographical references and index |
| Beschreibung: | XVIII, 300 S. Ill., graph. Darst 24 cm |
| ISBN: | 9780470979662 978-0-470-97966-2 0470979666 0-470-97966-6 |