Fundamentals of Retailing and Shopper Marketing

Häftad, Engelska, 2012

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Beskrivning

Fundamentals of Retailing and Shopper Marketing is an ideal companion text whether you are in marketing, in manufacturing, work for an advertising agency or if you work in retail.

The book focuses on the sharp end of the retail industry and, through real-world examples, shows students and practitioners best retail practice.

The text includes models, illustrations and photographs. It is practical, visual and easy to read and teaches you how to transfer your know-how to your own brand, marketing strategy, student assignment or retail environment.

Produktinformation

Utgivningsdatum:2012-11-15
Mått:200 x 265 x 10 mm
Vikt:759 g
Format:Häftad
Språk:Engelska
Antal sidor:360
Upplaga:1
Förlag:Pearson Education
ISBN:9780273757399

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Innehållsförteckning

ContentsPublishers acknowledgementsAbout the team IntroductionBecoming a specialist in shopper marketing Part One: the marketing disciplineChapter 1: The marketing discipline, as we know it today, has to changeTraditional advertising is losing its effectCurrent shopper marketing is based on feelings not factsROCKContradictions and similarities between suppliers and retailers Part Two: strategyChapter 2: The product and the brandBrandsPositioning and differentiationBrand pictura Chapter 3: Product portfolio and brand architectureThe size of a portfolioBrand architectureUse more time on your current portfolio rather than on innovation Chapter 4: Brand portfolio and profitability Chapter 5: Introduction to consumer and shopper segmentationDefinitions Chapter 6: Consumer segmentationWhat is consumer segmentation?Segmentation models Chapter 7: Shopper segmentation and shopper missionIntroduction to shopper segmentationSegmentation and basic shopper/channel researchPriority order of shopper segmentationShopper missionsThe Unilever studiesShopper segmentationShopper profile Chapter 8: Channel segmentationTarget groups and channelsTotal market, category, brands, shopper segments, channels and individual retail chainsFinancial performance Chapter 9: What are the aligned prioritised commercial opportunities?Strategic framework Part three: in-store shopper marketingChapter 10: Introduction to shopper marketingIntroductionAct based on facts – do the shopper research!Increase revenueTraffic Chapter 11: The complexity of modern retailingThomas Rudolf and Jan Niklas Meise, St Gallen, SwitzerlandComplexity for managers and consumersCountering complexity through differentiationDifferentiated retail firmsConclusion Chapter 12: retail structureOdd Gisholt, BI, NorwayIntroductionSales methods and chain managementStrategic decisions in retailingRetail trendsPrivate labelsWholesalersMarket logisticsMarketing shopping centres in Europe Chapter 13: Positioning and advertising for retail chainsAlf Bendixen, BigBlue&Company, NorwayRetail chains Chapter 14: retail distribution, traffic and bondingAdvertisingTrafficLeaflets and direct mailLocation and habitIncrease bonding and loyalty Chapter 15: Loyalty programmesTruls Fjeldheim, Norgesgruppen, NorwayIntroductionHistory and backgroundDifferent types of loyalty programmes/cardsLoyalty programme contentHow to develop a CRM activity plan using sophisticated segmentation modelsHow a loyalty programme can drive growth and profitability Chapter 16: inside the supe