"Retailization" illustrates how brand power is slowly and inexorably being replaced by retailer power - whether we like it or not, retail is now central to all business decision-making. Many brands lack the tools needed to prevent them becoming trapped between massive, global retailers and well-informed, demanding shoppers. In this new retail-centric world, marketing as we know it is being severely challenged, and there is an overwhelming need for fresh thinking and new tactics. Based on a 'Retailization' study conducted by A.C. Nielsen, part of VNU, a world leader in marketing information, media measurement and information and business media, "Retailization" reveals how the world's most successful brands sell themselves in today's evolving marketplace. "Retailization" shows how to transform the entire organization from top to bottom in order to help regain brand power in a retailer-dominated world.
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Retailization reveals how successful brands survive in a retail environment dominated by powerful retailers and knowledgeable shoppers, and provides practical advice on how brands can realize their full retail potential.L'autore:
Keith Lincoln is an author, keynote speaker and business advisor to leading international companies, and a visiting lecturer at INSEAD Business School and London Business School. He can be reached at email@example.com.
Anthony Aconis worked in advertising as a strategic planner, and then opened his own company, Fireball. He has created numerous consumer studies on everything from baby boomers to youth, to the modern family.
Lars Thomassen is currently chairman of White Star Property Poland and board memeber in a number of companies ranging from farming to luxury goods retailing.
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