Retail marketing and branding : a definitive guide to maximizing ROI
By: Perrey, Jesko
Title By: Spillecke, Dennis
Material type:
BookPublisher: Hoboken, N.J. : Wiley, c2013.Edition: 2nd ed.Description: xxii, 374 p. : ill., maps ; 24 cm.ISBN: 9781118489529; 1118489527 (hbk.)Program: MARK997Subject(s): Branding (Marketing) | Brand name products | Rate of returnDDC classification: 658.87 | Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.87 PE RE (Browse shelf) | Available | T0013786 | ||
| REGULAR | University of Wollongong in Dubai Main Collection | 658.87 PE RE (Browse shelf) | Available | T0013787 |
, Shelving location: Main Collection Close shelf browser
Previous ed. : 2011.
Includes bibliographical references and index.
"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."--Publisher's website.
Part I Building Superior Retail Brands. Principles of Successful Brand Management: Art, Science, Craft ; Segmentation ; A Guide to Excellence in Retail Brand Management ; Developing and Refining Retail Formats ; Store Brand Portfolio Management ; Private Label Branding. -- Part II: Optimizing Marketing ROI. How to Spend It: Fact-based Media Mix Optimization ; Budget Sizing: The Million-dollar Question ; Budget Prioritization ; Reach-Cost-Quality ; Marketing Mix Modeling ; The Digital Retail (R)evolution ; POS Marketing ; Leaflets and Local Print Advertising: How to Achieve Local Media Excellence ; Fact-based Promotion Management ; Excellence in Classical Media ; Digital Marketing Excellence ; Maximizing Customer Value with Data-driven CLM ; Smart Sourcing. -- Part III: Ten Perspectives on Retail Marketing ; Ten Perspectives on Retail Marketing.
MARK997