Retail marketing and branding: a definitive guide to maximizing ROI, 2nd ed.

Abstract

As you read this, the reality of retail is shifting from traditional transactions to real deals. Retailers operate in an environment of fragmented needs, hybrid consumption, changing channels, multiple formats, big data, and real-time decisions. Building strong brands, developing compelling propositions, and managing marketing ROI is now more complex than it ever was. New entrants, many of them pure online players, are changing the rules of the game. Ever more demanding shoppers want it all – everywhere and all the time. Social media spread the news at the speed of light, whether of a good deal or of a broken promise. Retail marketing may rarely have been more challenging, but it was also never quite as rewarding as it is today. When Retail Marketing and Branding: A Defi nitive Guide to Maximizing ROI fi rst came out two years ago, it struck a chord with retailers old and new. It turned out that tools for complexity reduction and approaches for balancing analysis with pragmatism were exactly what senior retail executives were looking for. Enthusiastic feedback from readers all over• all-new chapters on format development and fact-based promotion management; • thoroughly revised chapters on digital evolution and digital marketing excellence; • new interviews with Thomas Wagner of SevenOne Media, Armando Branchini of Altagamma, and Uwe Becker of OWM; • more than a dozen new case studies, including Amazon, American Express, Asos, Burberry, Dell, and Tesco; • updated facts and fi gures throughout, including three dozen all-new exhibits. the world encouraged us to up the ante for an enhanced second edition: