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Today's shoppers go online to research locations, compare prices orread reviews before they go to a store, and as soon as they areback home, they post details about their shopping experience onFacebook or other social media platforms. Online agencies raveabout viral campaigns, guerrilla marketing and 360°communication. IT specialists are peddling one-to-one marketingtools and integrated customer data warehousing solutions.

Should retailers care about any of this? The authors of thisbook firmly believe that they should — but in an environmentof accelerating change, even veterans of the retail trade arelooking for guidance on how to embrace the challenges thrown up bythe evolving retail marketing landscape:

How do I combine traditional and new marketingvehicles?
How can I stay on top of what my customers want?
How can I reach them efficiently?
Do they still look at leaflets, or should I shift localmarketing funds to social media? 
How can I leverage unique retail touch points, such as thePOS, for value creation?

Successful retail management might once have been about‘just doing it’, but that is no longer the case. Thisbook offers retail professionals practical and robust ways toimprove the performance of their marketing function and alignmarketing investments with business objectives.

This book consolidates the know-how of more than 30practitioners in the field, created and refined over many yearstogether with leading international companies. It covers some ofthe latest and most sophisticated approaches to the subject, yet itis anything but a theoretical treatise. The authors' hands-onapproach and the wealth of case examples make it an essential guidefor all consumer-minded retailers.
(from the Foreword by Dr Klaus Behrenbeck, Director, McKinsey& Company, Inc., Leader Consumer Industries & Retail Group,Europe)

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