Retail marketing and branding : a definitive guide to maximizing ROI ; [perspectives on consumer industries & retail]
Jesko Perrey and Dennis Spillecke
| Year of publication: |
2011 ; 1. publ.
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|---|---|
| Other Persons: | Perrey, Jesko (ed.) ; Spillecke, Dennis (ed.) |
| Publisher: |
Chichester : Wiley |
| Subject: | Einzelhandel | Retail trade | Markenführung | Brand management | Handelsbetrieb | Marketing |
| Description of contents: | Table of Contents [loc.gov] ; Description [loc.gov] ; Description [loc.gov] |
Online Resource
| Extent: | XVIII, 300 S. Ill., graph. Darst 24 cm |
|---|---|
| Series: | |
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Sammelwerk ; Collection of articles of several authors |
| Language: | English |
| Notes: | Formerly CIP Uk. - Includes bibliographical references and index 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. |
| ISBN: | 978-0-470-97966-2 ; 0-470-97966-6 |
| Classification: | Marketing |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009542088