Retailization brand survival in the age of retailer power
Illustrating how brand power is slowly and inexorably being replaced by retailer power, this book reveals how successful brands sell themselves in modern day's evolving marketplace. It also shows how to transform the entire organization from top to bottom in order to regain brand power.
| Otros Autores: | , , |
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| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
London ; Philadelphia :
Kogan Page
2009
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009639437906719 |
Tabla de Contenidos:
- 1. The rise of the retailer: the first squeeze is only going to get bigger and bigger
- 2. The age of the shopper: the second squeeze takes its throne
- 3. The private dilemma: the third squeeze shows its strength
- 4. The new communication world: the fourth squeeze rethinks its role
- 5. Retailization: unsqueezing the squeeze
- 6. The blood pack; introducing the retailization process
- 7. Step 1: the arena-dealing with where we create our sale(s)
- 8. Step 2: competitive context-who are we stealing sale(s) from?
- 9. Step 3: the shopper-who is driving our sale(s)?
- 10. Step 4: product concepting-what is creating our sale(s)?
- 11. Step 5: Retail impacting-dealing with how we create our sale(s)
- 12. Step 6: creating communication-how do we make communication work for our sale(s)?
- 13. Step 7: organizational enhancement-empowering your organization to think sale(s)
- 14. Let's retailize: recharging and regaining brand power.
