Retail marketing and branding a definitive guide to maximizing ROI 2nd edition by Jesko Perrey, Dennis Spillecke ISBN 1118489505 9781118489505

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Product details:

ISBN 10: 1118489505
ISBN 13: 9781118489505
Author: Jesko Perrey, Dennis Spillecke

Retail 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

Retail marketing and branding a definitive guide to maximizing ROI 2nd Table of contents:

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 diamond

The 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 Question

Systematic 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 media

Content 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 delivery

Creative 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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Tags: Jesko Perrey, Dennis Spillecke, Retail marketing, maximizing ROI