Retail Marketing and Branding : A Definitive Guide to Maximizing ROI

1 online resource (399 pages)

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RETAIL MARKETING AND BRANDING; Contents; Foreword; Introduction to the Second Edition; Second Edition Acknowledgments; Introduction to the First Edition; First Edition Acknowledgments; Commonly Used Acronyms; Part I Building Superior Retail Brands; 1 Principles of Successful Brand Management: Art, Science, Craft; Art, science, craft; Creativity and consistency; Strengths and weaknesses; Touch point orchestration; 2 Segmentation; Relevance in retail; Top management attention; Consumer needs; Strategic segmentation; Implementation; 3 A Guide to Excellence in Retail Brand Management

The brand diamondThe brand purchase funnel; BrandMatics; The brand promise; Brand delivery; 4 Developing and Refining Retail Formats; Basic types of format development; The four-step process; Implementation support; 5 Store Brand Portfolio Management; Multiple formats and brands; BrandMatics Advanced; The brand space map; Impact estimation; 6 Private Label Branding; PL growth; Four generations of PL; PL strategy; SKU selection; Capabilities; Part II Optimizing Marketing ROI; 7 How to Spend It: Fact-based Media Mix Optimization; Media landscape transformation; Equal footing; Three approaches

8 Budget Sizing: The Million-dollar QuestionSystematic approach; Transparency; Outside-in benchmarking; Inside-out budgeting; Efficiency modeling; Budget level estimate; 9 Budget Prioritization; Decision mode; Investment units; Full transparency; Prioritization criteria; Avoiding automation; 10 Reach-Cost-Quality; Vehicle optimization; Apples and apples; Universal scores; 11 Marketing Mix Modeling; How to spend it; Impact comparison; Applications; Multi-lever transparency; What to watch out for; 12 The Digital Retail (R)evolution; End-to-end digitalization; Channel convergence; Localization

Social mediaContent management; Brick-and-mortar; 13 POS Marketing; The most powerful vehicle; Lack of leverage; Systematic management; Tangible and intangible elements; The human factor; 14 Leaflets and Local Print Advertising: How to Achieve Local Media Excellence; The true point of sale; A complex challenge; Fine-tuning; Product selection; Geo-marketing; 15 Fact-based Promotion Management; Balance pricing and promotions; KPIs for optimization; Supplier negotiations; Margin improvement; 16 Excellence in Classical Media; A key element; Creativity and content fit; Testing and learning

Message deliveryCreative partners; 17 Digital Marketing Excellence; Value proposition; Digital strategy; Search engine marketing; Display advertising; Social media integration; Digital marketing organization; 18 Maximizing Customer Value with Data-driven CLM; Full value; Deep understanding; Predictive modeling; Keeping track; Capability building; Applications; 19 Smart Sourcing; Sizeable savings; Efficiency levers; Efficiency optimization; Best practice; Deep dive; Part III Ten Perspectives on Retail Marketing; 20 Ten Perspectives on Retail Marketing; Contributors; Index

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