Articoli correlati a Retailization: Brand Survival in the Age of Retailer...
Presents an innovative and pragmatic step-by-step process to help businesses rethink their brand efforts around the retail strategies that best meet the needs of today's shoppers. Illustrates how brand power is inexorably being replaced by retailer power. Based on a two-year study conducted by AC Nielsen and BBDO Europe --the largest global study on selling branded products ever conducted -- the book reveals how corporations and their brands are dealing (or not dealing ) with this new era.
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
Recensione:
"In this new age of retailer dominance, Retailization must be read by marketers in every company-and their advertising agencies. It is a book of fact, not fancy, and conclusions based on reality, not hype. Its a learning experience for anyone selling at retail." (Allen Rosenshine, Chairman of BBDO Worldwide)
"Reading Retailization is a truly inspiring experience. Its wonderful storytelling with insightful drama and lots of involving cases. More than anything else, the book serves as a convincing and powerful eyeopener showing us the radically changed reality of business today. Moreover it introduces completely new thinking and tools." (Jens Carsten Nielsen, Administrative manager of Center for Marketing Communication at the Copenhagen Business School, Lecturer at the Department of Marketing & Department of Institute Organization and Industrial Sociology at the Copenhagen Business School)
"Retailization tells us that the shift of power toward retail affects the whole market place. The question it raises for marketers is crucial. Which market structures are affected by this shift? And as a result, how should marketers change the way they do marketing?" (C. Miguel Brendl, PhD, Associate Professor of Marketing, INSEAD, Director of the INSEAD Social Science Research Center)
"Retailization is the first structured analysis for brands on how to survive the changes in retailing." (Ulf Enander, CEO of SWE, leading Scandinavian ad agency)
"This book focuses on a very important topic that is seldom addressed in detail in branding books the increasing power of retail brands vis--vis product brands and what product brands can do to make the most of that dynamic. In particular, the book underscores the importance of convenience in consumer purchase decisions and focuses on the two most important moments of truth at the point of purchase and when someone first tries the product. The book also rightly places great emphasis on the importance of product innovation and superiority in brand purchase decisions. This books emphasis on the shopper and the shopping experience versus the consumer and the product consumption experience differentiates it from all other brand marketing books. Retailization is an interesting read that draws upon extensive research findings and features numerous marketplace examples." (Brad van Auken, speaker, writer and consultant, author of The Brand Management Checklist)
Descrizione del libro:
"Reading Retailization is a truly inspiring experience. Its wonderful storytelling with insightful drama and lots of involving cases. More than anything else, the book serves as a convincing and powerful eyeopener showing us the radically changed reality of business today. Moreover it introduces completely new thinking and tools." (Jens Carsten Nielsen, Administrative manager of Center for Marketing Communication at the Copenhagen Business School, Lecturer at the Department of Marketing & Department of Institute Organization and Industrial Sociology at the Copenhagen Business School)
"Retailization tells us that the shift of power toward retail affects the whole market place. The question it raises for marketers is crucial. Which market structures are affected by this shift? And as a result, how should marketers change the way they do marketing?" (C. Miguel Brendl, PhD, Associate Professor of Marketing, INSEAD, Director of the INSEAD Social Science Research Center)
"Retailization is the first structured analysis for brands on how to survive the changes in retailing." (Ulf Enander, CEO of SWE, leading Scandinavian ad agency)
"This book focuses on a very important topic that is seldom addressed in detail in branding books the increasing power of retail brands vis--vis product brands and what product brands can do to make the most of that dynamic. In particular, the book underscores the importance of convenience in consumer purchase decisions and focuses on the two most important moments of truth at the point of purchase and when someone first tries the product. The book also rightly places great emphasis on the importance of product innovation and superiority in brand purchase decisions. This books emphasis on the shopper and the shopping experience versus the consumer and the product consumption experience differentiates it from all other brand marketing books. Retailization is an interesting read that draws upon extensive research findings and features numerous marketplace examples." (Brad van Auken, speaker, writer and consultant, author of The Brand Management Checklist)
Examines the shift in power from brands to retailers
Shows how to transform your entire organization to help regain brand power in a retailer-dominated world
Includes access to the authors dedicated website, featuring interactive learning material and workshops
Global case studies and interviews featuring Procter & Gamble, Coca-Cola, LEGO and B&Q
Shows how to transform your entire organization to help regain brand power in a retailer-dominated world
Includes access to the authors dedicated website, featuring interactive learning material and workshops
Global case studies and interviews featuring Procter & Gamble, Coca-Cola, LEGO and B&Q
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
- EditoreKogan Page Ltd
- Data di pubblicazione2006
- ISBN 10 0749446897
- ISBN 13 9780749446895
- RilegaturaCopertina rigida
- Numero edizione1
- Numero di pagine221
- Valutazione libreria
Compra nuovo
Scopri di più su questo articolo
EUR 56,44
Spese di spedizione:
GRATIS
In U.S.A.
I migliori risultati di ricerca su AbeBooks
Foto dell'editore
Retailization: Brand Survival in the Age of Retailer Power
Da:
Valutazione libreria
Descrizione libro Hardcover. Condizione: New. Codice articolo Abebooks133333
Compra nuovo
EUR 56,44
Convertire valuta