عنوان
پدید آورنده
موضوع
رده
HF 5415.1255 .P47 2011
HF
5415
.
1255
.
P47
2011
کتابخانه
محل استقرار
English
Retail marketing and branding: a definitive guide to maximizing ROI
Chichester, West Sussex
Wiley
c2011
xviii, 300 p.: ill., maps; 24 cm.
"Perspectives on consumer industries & retail"--Book jacket
Includes index
Jesko Perrey and Dennis Spillecke
1
1. Building superior retail brands -- Principles of successful brand management: art - science - craft -- Segmentation -- A guide to excellence in retail brand management -- Store brand portfolio management -- Private label branding -- 2. Optimizing marketing ROI -- Budget sizing: the million dollar question -- Budget prioritization -- How to spend it: fact-based media mix optimization -- Reach-cost-quality -- Marketing mix modelling -- The digital evolution of retail marketing -- POS marketing -- Leaflets and local print advertising: how to achieve local media excellence -- Excellence in classical media -- Digital marketing excellence -- Boosting customer value through CLM -- Smart sourcing -- 3. Ten perspectives on retail marketing
، Branding )Marketing(
، Brand name products
، Retail trade
658
.
8700688
HF
5415
.
1255
.
P47
2011
Perrey, Jesko.
AU
AU Spillecke, Dennis
TI
