Retailization: Brand Survival in the Age of Retailer Power - Tapa dura

Lincoln, Keith

4

11 calificaciones proporcionadas por Goodreads

Tapa dura

ISBN 10: 0749446897 ISBN 13: 9780749446895

Editorial: Kogan Page, 2006

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Book by Thomassen Lars Lincoln Keith Aconis Anthony

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Cr�ticas:

"In this new age of retailer dominance, Retailization must be read by marketers in every company-and their advertising agencies. It is a book of fact, not fancy, and conclusions based on reality, not hype. Its a learning experience for anyone selling at retail." (Allen Rosenshine, Chairman of BBDO Worldwide)

"Reading Retailization is a truly inspiring experience. Its wonderful storytelling with insightful drama and lots of involving cases. More than anything else, the book serves as a convincing and powerful eyeopener showing us the radically changed reality of business today. Moreover it introduces completely new thinking and tools." (Jens Carsten Nielsen, Administrative manager of Center for Marketing Communication at the Copenhagen Business School, Lecturer at the Department of Marketing & Department of Institute Organization and Industrial Sociology at the Copenhagen Business School)

"Retailization tells us that the shift of power toward retail affects the whole market place. The question it raises for marketers is crucial. Which market structures are affected by this shift? And as a result, how should marketers change the way they do marketing?" (C. Miguel Brendl, PhD, Associate Professor of Marketing, INSEAD, Director of the INSEAD Social Science Research Center)

"Retailization is the first structured analysis for brands on how to survive the changes in retailing." (Ulf Enander, CEO of SWE, leading Scandinavian ad agency)

"This book focuses on a very important topic that is seldom addressed in detail in branding books the increasing power of retail brands vis--vis product brands and what product brands can do to make the most of that dynamic. In particular, the book underscores the importance of convenience in consumer purchase decisions and focuses on the two most important moments of truth at the point of purchase and when someone first tries the product. The book also rightly places great emphasis on the importance of product innovation and superiority in brand purchase decisions. This books emphasis on the shopper and the shopping experience versus the consumer and the product consumption experience differentiates it from all other brand marketing books. Retailization is an interesting read that draws upon extensive research findings and features numerous marketplace examples." (Brad van Auken, speaker, writer and consultant, author of The Brand Management Checklist)

Rese�a del editor:

In perhaps the most creative and authoritative book on selling brands ever written, international business experts Keith Lincoln, Anthony Aconis and Lars Thomassen, reveal how the world's most successful brands sell themselves to today's increasingly demanding shoppers and retailers. As the world of mass communications evolves into the world of media of the masses the very concept of the brand is transforming - from branding to the shelf to branding from the shelf.

Two years in the analysis Retailization is the largest study ever conducted on how corporations and their brands are dealing (or not dealing) with this new era. The study covering over twenty countries worldwide and interviews with some of the leading brand marketers has drawn on countless examples of both creative execution and retail impact. Retailization shows how to establish a business approach that can better meet the needs of today's shopping Kings and Queens by creating and activating revolutionary selling situations.

The central thesis of this book is that corporations must undertake nothing less than a radical reinvention of how they reach their customers to sell their products. The shelf where products are sold is the new centre of the business and communications universe. The answer to how to get the most from this change lies in a radically new business philosophy - RETAILIZATION. Retailization presents an innovative and pragmatic step by step process to help businesses rethink, reimagine and restructure their entire business and brand efforts around the retail strategies and executions that can better meet the needs of today's shopping Kings and Queens.

Research shows that we have as little as four seconds to get a shopper's attention. The authors explain what you need to do to guarantee that you own that four seconds from understanding your competitive arena and context to understanding the nature of today's shopper. From there they explain how you can optimize the creation of your products, your retail impact and your communications. Finally, they demonstrate how to activate the process through retailizing your entire organization from top to bottom and we how to verify the results.

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