Retailization

Brand Survival in the Age of Retailer Power

Lars Thomassen, Keith Lincoln, Anthony Aconis

240 pages, parution le 01/08/2006

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Résumé

In this authoritative and comprehensive book on retail branding, international business experts Lars Thomassen, Keith Lincoln and Anthony Aconis reveal how the most successful brands survive in a world of increasingly powerful retailers and ever more knowledgeable shoppers.

Based on arguably the most extensive global analysis of the world of retail ever undertaken, and including a groundbreaking survey by ACNielsen, Retailization presents an innovative and pragmatic seven-step programme to guarantee your survival by realizing the full retail potential of your brand.

Drawing on countless case studies including leading international giants such as Procter & Gamble, Apple and LEGO, Retailization shows you how to rethink, reimagine and restructure your entire business and brand efforts in this new competitive landscape.

We used to live in a world where brand power was everything, but slowly and inexorably it is being replaced by retail power. When the largest retailer in the world is now several hundred times larger than an individual brand, it is clear where the real power lies. When only a few retailers control 75 per cent of an individual market, while the biggest brands control less than 1 per cent, it is clear where the real power lies. However, you too can live and thrive with that new power if you "retailize" your entire organization from top to bottom and connect your shoppers to brands through the power of retail thinking.

Retailization is essential reading for sales and marketing professionals, brand managers and business managers who want not only to survive, but thrive.

Sommaire

The rise of the retailer : the first squeeze is only going to get bigger and bigger
The age of the shopper : the second squeeze takes its throne
The private dilemma : the third squeeze shows its strength
The new communcation world : the fourth squeeze rethinks its role
Retailization : unsqueezing the squeeze
The blood pack : introducing the retailization process
Step 1 : the arena - dealing with where we create our sale(s)
Step 2 : competitive context - who are we stealing sale(s) from?
Step 3 : the shopper - who is driving our sale(s)?
Step 4 : product concepting - what is creating our sales(s)?
Step 5 : retail impacting - dealing with how we create our sale(s)
Step 6 : creating communication : how do we make communication work for our sale(s)?
Step 7 : organizational enhancement - empowering your organization to think sale(s)
Let's retailize : recharging and regaining brand power

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Kogan Page
Auteur(s)	Lars Thomassen, Keith Lincoln, Anthony Aconis
Parution	01/08/2006
Nb. de pages	240
Format	16 x 24
Couverture	Relié
Poids	575g
Intérieur	Noir et Blanc
EAN13	9780749446895
ISBN13	978-0-7494-4689-5