{"product_id":"retail-marketing-and-branding-9781118489529","title":"Retail Marketing and Branding","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eRetail 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eForeword xi  \u003cp\u003eIntroduction to the Second Edition xiii\u003c\/p\u003e \u003cp\u003eSecond Edition Acknowledgments xv\u003c\/p\u003e \u003cp\u003eIntroduction to the First Edition xvii\u003c\/p\u003e \u003cp\u003eFirst Edition Acknowledgments xxi\u003c\/p\u003e \u003cp\u003eCommonly Used Acronyms xxiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Building Superior Retail Brands 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Principles of Successful Brand Management: Art, Science, Craft 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eArt, science, craft 5\u003c\/p\u003e \u003cp\u003eCreativity and consistency 6\u003c\/p\u003e \u003cp\u003eStrengths and weaknesses 8\u003c\/p\u003e \u003cp\u003eTouch point orchestration 9\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Segmentation 21\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRelevance in retail 22\u003c\/p\u003e \u003cp\u003eTop management attention 23\u003c\/p\u003e \u003cp\u003eConsumer needs 26\u003c\/p\u003e \u003cp\u003eStrategic segmentation 30\u003c\/p\u003e \u003cp\u003eImplementation 32\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 A Guide to Excellence in Retail Brand Management 37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe brand diamond 37\u003c\/p\u003e \u003cp\u003eThe brand purchase funnel 42\u003c\/p\u003e \u003cp\u003eBrandMatics 45\u003c\/p\u003e \u003cp\u003eThe brand promise 50\u003c\/p\u003e \u003cp\u003eBrand delivery 52\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Developing and Refining Retail Formats 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBasic types of format development 64\u003c\/p\u003e \u003cp\u003eThe four-step process 66\u003c\/p\u003e \u003cp\u003eImplementation support 74\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Store Brand Portfolio Management 77\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMultiple formats and brands 78\u003c\/p\u003e \u003cp\u003eBrandMatics Advanced 80\u003c\/p\u003e \u003cp\u003eThe brand space map 81\u003c\/p\u003e \u003cp\u003eImpact estimation 84\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Private Label Branding 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePL growth 90\u003c\/p\u003e \u003cp\u003eFour generations of PL 95\u003c\/p\u003e \u003cp\u003ePL strategy 100\u003c\/p\u003e \u003cp\u003eSKU selection 102\u003c\/p\u003e \u003cp\u003eCapabilities 103\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Optimizing Marketing ROI 105\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 How to Spend It: Fact-based Media Mix Optimization 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMedia landscape transformation 108\u003c\/p\u003e \u003cp\u003eEqual footing 110\u003c\/p\u003e \u003cp\u003eThree approaches 112\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Budget Sizing: The Million-dollar Question 117\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSystematic approach 117\u003c\/p\u003e \u003cp\u003eTransparency 119\u003c\/p\u003e \u003cp\u003eOutside-in benchmarking 121\u003c\/p\u003e \u003cp\u003eInside-out budgeting 123\u003c\/p\u003e \u003cp\u003eEfficiency modeling 125\u003c\/p\u003e \u003cp\u003eBudget level estimate 126\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Budget Prioritization 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDecision mode 129\u003c\/p\u003e \u003cp\u003eInvestment units 131\u003c\/p\u003e \u003cp\u003eFull transparency 134\u003c\/p\u003e \u003cp\u003ePrioritization criteria 136\u003c\/p\u003e \u003cp\u003eAvoiding automation 140\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Reach–Cost–Quality 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eVehicle optimization 148\u003c\/p\u003e \u003cp\u003eApples and apples 149\u003c\/p\u003e \u003cp\u003eUniversal scores 157\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Marketing Mix Modeling 161\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow to spend it 161\u003c\/p\u003e \u003cp\u003eImpact comparison 163\u003c\/p\u003e \u003cp\u003eApplications 165\u003c\/p\u003e \u003cp\u003eMulti-lever transparency 166\u003c\/p\u003e \u003cp\u003eWhat to watch out for 168\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 The Digital Retail (R)evolution 179\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEnd-to-end digitalization 181\u003c\/p\u003e \u003cp\u003eChannel convergence 183\u003c\/p\u003e \u003cp\u003eLocalization 186\u003c\/p\u003e \u003cp\u003eSocial media 188\u003c\/p\u003e \u003cp\u003eContent management 191\u003c\/p\u003e \u003cp\u003eBrick-and-mortar 192\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 POS Marketing 197\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe most powerful vehicle 197\u003c\/p\u003e \u003cp\u003eLack of leverage 199\u003c\/p\u003e \u003cp\u003eSystematic management 200\u003c\/p\u003e \u003cp\u003eTangible and intangible elements 203\u003c\/p\u003e \u003cp\u003eThe human factor 211\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 Leaflets and Local Print Advertising: How to Achieve Local Media Excellence 217\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe true point of sale 217\u003c\/p\u003e \u003cp\u003eA complex challenge 219\u003c\/p\u003e \u003cp\u003eFine-tuning 222\u003c\/p\u003e \u003cp\u003eProduct selection 223\u003c\/p\u003e \u003cp\u003eGeo-marketing 225\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 Fact-based Promotion Management 231\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBalance pricing and promotions 232\u003c\/p\u003e \u003cp\u003eKPIs for optimization 235\u003c\/p\u003e \u003cp\u003eSupplier negotiations 239\u003c\/p\u003e \u003cp\u003eMargin improvement 241\u003c\/p\u003e \u003cp\u003e\u003cb\u003e16 Excellence in Classical Media 247\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA key element 248\u003c\/p\u003e \u003cp\u003eCreativity and content fit 252\u003c\/p\u003e \u003cp\u003eTesting and learning 255\u003c\/p\u003e \u003cp\u003eMessage delivery 257\u003c\/p\u003e \u003cp\u003eCreative partners 261\u003c\/p\u003e \u003cp\u003e\u003cb\u003e17 Digital Marketing Excellence 269\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eValue proposition 270\u003c\/p\u003e \u003cp\u003eDigital strategy 272\u003c\/p\u003e \u003cp\u003eSearch engine marketing 276\u003c\/p\u003e \u003cp\u003eDisplay advertising 280\u003c\/p\u003e \u003cp\u003eSocial media integration 282\u003c\/p\u003e \u003cp\u003eDigital marketing organization 287\u003c\/p\u003e \u003cp\u003e\u003cb\u003e18 Maximizing Customer Value with Data-driven CLM 297\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFull value 298\u003c\/p\u003e \u003cp\u003eDeep understanding 302\u003c\/p\u003e \u003cp\u003ePredictive modeling 305\u003c\/p\u003e \u003cp\u003eKeeping track 308\u003c\/p\u003e \u003cp\u003eCapability building 310\u003c\/p\u003e \u003cp\u003eApplications 316\u003c\/p\u003e \u003cp\u003e\u003cb\u003e19 Smart Sourcing 325\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSizeable savings 326\u003c\/p\u003e \u003cp\u003eEfficiency levers 329\u003c\/p\u003e \u003cp\u003eEfficiency optimization 332\u003c\/p\u003e \u003cp\u003eBest practice 337\u003c\/p\u003e \u003cp\u003eDeep dive 340\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Ten Perspectives on Retail Marketing 347\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e20 Ten Perspectives on Retail Marketing 349\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eContributors 351\u003c\/p\u003e \u003cp\u003eIndex 365\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default 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