Retail Marketing and Branding

Jesko Perrey 지음

Wiley 2013년 01월 02일 출간

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Retail Marketing and Branding, 2nd Editionlooks 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

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Foreword xiIntroduction to the Second Edition xiiiSecond Edition Acknowledgments xvIntroduction to the First Edition xviiFirst Edition Acknowledgments xxiCommonly Used Acronyms xxiiiPart I Building Superior Retail Brands 11 Principles of Successful Brand Management: Art, Science, Craft 3Art, science, craft 5Creativity and consistency 6Strengths and weaknesses 8Touch point orchestration 92 Segmentation 21Relevance in retail 22Top management attention 23Consumer needs 26Strategic segmentation 30Implementation 323 A Guide to Excellence in Retail Brand Management 37The brand diamond 37The brand purchase funnel 42BrandMatics 45The brand promise 50Brand delivery 524 Developing and Refining Retail Formats 63Basic types of format development 64The four-step process 66Implementation support 745 Store Brand Portfolio Management 77Multiple formats and brands 78BrandMatics Advanced 80The brand space map 81Impact estimation 846 Private Label Branding 89PL growth 90Four generations of PL 95PL strategy 100SKU selection 102Capabilities 103Part II Optimizing Marketing ROI 1057 How to Spend It: Fact-based Media Mix Optimization 107Media landscape transformation 108Equal footing 110Three approaches 1128 Budget Sizing: The Million-dollar Question 117Systematic approach 117Transparency 119Outside-in benchmarking 121Inside-out budgeting 123Efficiency modeling 125Budget level estimate 1269 Budget Prioritization 129Decision mode 129Investment units 131Full transparency 134Prioritization criteria 136Avoiding automation 14010

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저자(글) Jesko Perrey

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Dr. Jesko Perrey Director, Du#776;sseldorf Jesko Perrey is the global leader of the CLM (Customer Lifecycle Management) service line and a core member of the leadership team of the EMEA Consumer Goods Retail Practice at McKinsey. His focus is on brand management, marketing ROI, segmentation, and CLM across different industries. Jesko is the author of many articles and essays in leading journals and compendiums, particularly on marketing-related subjects such as branding, marketing ROI, segmentation, and CLM, and coauthor of the book Power Brands. He holds an MBA and a PhD from the University of Mu#776;nster.Dr. Dennis Spillecke Principal, Cologne Dennis Spillecke is a core member of the EMEA Consumer Goods Retail Practice, as well as of the EMEA Marketing Sales Practice at McKinsey. Dennis leads the global service line on marketing ROI and branding. In recent years, Dennis' work has focused primarily on the areas of digital marketing, marketing ROI, and branding. Dennis holds a PhD from the Otto Beisheim School of Management (WHU) in Vallendar.