{"product_id":"9780470979662","title":"Jesko Perrey, Dennis Spillecke - Retail Marketing and Branding","description":"\u003cp\u003eWritten by Jesko Perrey, Dennis Spillecke. Themes include Business \u0026amp; Economics, Sales \u0026amp; Selling, Advertising \u0026amp; Promotion.\u003c\/p\u003e\u003cp\u003eToday'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. \u003c\/p\u003e\u003cp\u003eShould 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:\u003c\/p\u003e \u003cp\u003e\u003cb\u003eHow do I combine traditional and new marketing vehicles?\u003cbr\u003e \u003c\/b\u003e\u003cb\u003eHow can I stay on top of what my customers want?\u003cbr\u003e \u003c\/b\u003e\u003cb\u003eHow can I reach them efficiently?\u003cbr\u003e \u003c\/b\u003e\u003cb\u003eDo they still look at leaflets, or should I shift local marketing funds to social media? \u003cbr\u003e \u003c\/b\u003e \u003cb\u003eHow can I leverage unique retail touch points, such as the Pos, for value creation?\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSuccessful 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.\u003c\/p\u003e \u003cp\u003eThis 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.\u003cbr\u003e \u003cb\u003e(from the Foreword by Dr Klaus Behrenbeck, Director, Mckinsey \u0026amp; Company, Inc., Leader Consumer Industries \u0026amp; Retail Group, Europe)\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eFormat:\u003c\/strong\u003e Hardcover\u003c\/p\u003e\u003cp\u003eAll books at Vastela are pre-owned. Condition varies from good to near-new. No book is sold in unacceptable condition.\u003c\/p\u003e","brand":"Vastela Books","offers":[{"title":"Default Title","offer_id":58105200574838,"sku":null,"price":12.9,"currency_code":"CHF","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0707\/7144\/1981\/files\/9780470979662.jpg?v=1781693488","url":"https:\/\/www.vastelabooks.com\/products\/9780470979662","provider":"Vastela Books","version":"1.0","type":"link"}