Today's shoppers go online to research locations, compare prices or read reviews before they go to a store, and as soon as they are back home, they post details about their shopping experience on Facebook or other social media platforms. Online agencies rave about viral campaigns, guerrilla marketing and 360° communication. IT specialists are peddling one-to-one marketing tools and integrated customer data warehousing solutions. 
Should retailers care about any of this? The authors of this book firmly believe that they should — but in an environment of accelerating change, even veterans of the retail trade are looking for guidance on how to embrace the challenges thrown up by the evolving retail marketing landscape: How do I combine traditional and new marketing vehicles? How can I stay on top of what my customers want? How can I reach them efficiently? Do they still look at leaflets, or should I shift local marketing funds to social media? How can I leverage unique retail touch points, such as the POS, for value creation? Successful retail management might once have been about ‘just doing it’, but that is no longer the case. This book offers retail professionals practical and robust ways to improve the performance of their marketing function and align marketing investments with business objectives. This book consolidates the know-how of more than 30 practitioners in the field, created and refined over many years together with leading international companies. It covers some of the latest and most sophisticated approaches to the subject, yet it is anything but a theoretical treatise. The authors' hands-on approach and the wealth of case examples make it an essential guide for all consumer-minded retailers. (from the Foreword by Dr Klaus Behrenbeck, Director, McKinsey &amp; Company, Inc., Leader Consumer Industries &amp; Retail Group, Europe)

Retail Marketing and Branding: A Definitive Guide to Maximizing Roi

Business & Money

Perrey, Jesko

Spillecke, Dennis

Industries

John Wiley&Sons, Inc.

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

wiley

Drive marketing ROI with an investor's mindset and a proven toolkit Top marketers today don't shy away from financial accountability. In fact, they actively seek to account for the return on their companies' investments in marketing – because they want their budget to make a difference for their brands and for their business: more relevant messages, more effective campaigns, more satisfied customers, more profitable promotions, higher returns to shareholders. If this is how you think about marketing, this book is for you. It is a book for CMOs who adopt an investor's mindset, and it deals with the most pressing marketing performance questions. 
This isn't a work of theory. This is a hands-on guide to better marketing for top managers, neatly packaged into ten concise chapters that are just right for a short-haul flight. 
Learn how to: 
<ul>
<li>Increase sales with smarter fund allocation</li> <li>Reduce marketing costs without sacrificing effectiveness</li> <li>Strengthen the role of marketing with quantified ROI</li> <li>Build capabilities for sustainable performance improvements</li> </ul>
Marketing Performance delivers expert insight, a wealth of proven success factors, and real-life case studies that will help you drive marketing performance and grow your business.

Marketing Performance: How Marketers Drive Profitable Growth

Bauer, Thomas

Gordon, Jonathan

Freundt, Tjark

Management & Leadership

Brand success can be managed What distinguishes a brand-name product from no-name competitors? How can companies assess and enhance the value of their brands? What steps can executives take to manage their brands successfully? Reliable answers to these and other questions can be found with the proven BrandMatics-Konzept from McKinsey. Now in its third revised and enhanced edition, Power Brands incorporates many recent advances in the field: <ul>
<li>New research on the evolution of brand relevance - both in B2C and B2B.</li> <li>Two modular additions to the proven brand purchase funnel framework.</li> <li>All-new chapters on brand delivery, MROI, and digital brand management.</li> <li>Dozens of new case studies - from insights generation to brand promise definition.</li> <li>Six new in-depth interviews with distinguished international brand managers.</li> </ul>

Power Brands: Measuring, Making, and Managing Brand Success

Marketing & Sales

Wiley-VCH

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