Retail marketing and branding: a definitive guide to maximizing ROI

Physical dimension

Summary / review / table of contents

Part I --
Building Superior Retail Brands;
CHAPTER 1 --
PRINCIPLES OF SUCCESSFUL BRAND MANAGEMENT: ART -- SCIENCE -- CRAFT;
CHAPTER 2 -- SEGMENTATION;
CHAPTER 3 -- A GUIDE TO EXCELLENCE IN RETAIL BRAND MANAGEMENT;
CHAPTER 4 -- STORE BRAND PORTFOLIO MANAGEMENT;
CHAPTER 5 -- PRIVATE LABEL BRANDING;
Part II -- Optimizing Marketing ROI;
CHAPTER 6 -- BUDGET SIZING: THE MILLION DOLLAR QUESTION;
CHAPTER 7 -- BUDGET PRIORITIZATION.
CHAPTER 8 -- HOW TO SPEND IT: FACT-BASED MEDIA MIX OPTIMIZATION
CHAPTER 9 -- REACH -- COST -- QUALITY;
CHAPTER 10 --MARKETING MIX MODELLING;
CHAPTER 11 -- THE DIGITAL EVOLUTION OF RETAIL MARKETING;
CHAPTER 12 -- POS MARKETING;
CHAPTER 13 -- LEAFLETS AND LOCAL PRINT ADVERTISING: HOW TO ACHIEVE LOCAL MEDIA EXCELLENCE;
CHAPTER 14 -- EXCELLENCE IN CLASSICAL MEDIA;
CHAPTER 15 -- DIGITAL MARKETING EXCELLENCE;
CHAPTER 16 -- BOOSTING CUSTOMER VALUE THROUGH CLM;
CHAPTER 17 -- SMART SOURCING;
Part III -- Ten Perspectives on Retail Marketing;
CHAPTER 18 -- TEN PERSPECTIVES ON RETAIL MARKETING; CONTRIBUTORS;
INDEX.

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