000			05440cam a2200625Mi 4500
001			ocn880909436
003			OCoLC
005			20171030095557.0
006			m o d
007			cr cnu---unuuu
008			140505s2012 xx o 000 0 eng
020			_a9781119207900 _q(electronic bk.)
020			_a1119207908 _q(electronic bk.)
020			_z9781118489505
020			_z1118489500
029	0		_aAU@ _b000052917396
029	1		_aDEBBG _bBV043396830
029	1		_aGBVCP _b856571261
035			_a(OCoLC)880909436
040			_aAU@ _beng _epn _cAU@ _dUKDOC _dDG1 _dOCLCF _dOCLCQ _dOCLCO _dDEBBG _dOCLCQ
049			_aMAIN
050		4	_aHF5415.1255 .P47 2012
082	0	4	_a658.8 _a658.8700688
100	1		_aPerrey, Jesko.
245	1	0	_aRetail Marketing and Branding : a Definitive Guide to Maximizing ROI / _h[electronic resource]
250			_a2nd ed.
260			_aHoboken : _bWiley, _c2012.
300			_a1 online resource (399 pages)
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
505	0		_aRETAIL 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.
505	8		_aThe 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.
505	8		_a8 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.
505	8		_aSocial 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.
505	8		_aMessage 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.
520			_aRetail 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 following updates: * New and updated case examples * Updated figures and examples throughout * New interviewers with recent experiences * Additional chapters.
588	0		_aPrint version record.
650		0	_aRate of return.
650		0	_aBranding (Marketing)
650		0	_aMarketing _xCost effectiveness.
650		0	_aMarketing _xManagement.
650		4	_aBrand name products.
650		4	_aBranding (Marketing)
650		4	_aRetail trade.
650		7	_aBranding (Marketing) _2fast _0(OCoLC)fst01743755
650		7	_aMarketing _xCost effectiveness. _2fast _0(OCoLC)fst01010183
650		7	_aMarketing _xManagement. _2fast _0(OCoLC)fst01010209
650		7	_aRate of return. _2fast _0(OCoLC)fst01090236
655		4	_aElectronic books.
700	1		_aSpillecke, Dennis.
776	0	8	_iPrint version: _aPerrey, Jesko. _tRetail Marketing and Branding : A Definitive Guide to Maximizing ROI. _dHoboken : Wiley, ©2012 _z9781118489529
856	4	0	_uhttp://onlinelibrary.wiley.com/book/10.1002/9781119207900 _zWiley Online Library
942			_2ddc _cBK
999			_c207480 _d207480