Retail Marketing and Branding: A Definitive Guide to Maximizing ROI (Perspectives on Consumer Industries & Retail) - Hardcover

Über die Autorin bzw. den Autor

Dr. Jesko Perrey Director, Düsseldorf Jesko Perrey is the global leader of the CLM (Customer Lifecycle Management) service line and a core member of the leadership team of the EMEA Consumer Goods & Retail Practice at McKinsey. His focus is on brand management, marketing ROI, segmentation, and CLM across different industries. Jesko is the author of many articles and essays in leading journals and compendiums, particularly on marketing-related subjects such as branding, marketing ROI, segmentation, and CLM, and coauthor of the book Power Brands. He holds an MBA and a PhD from the University of Münster.

Dr. Dennis Spillecke Principal, Cologne Dennis Spillecke is a core member of the EMEA Consumer Goods & Retail Practice, as well as of the EMEA Marketing & Sales Practice at McKinsey. Dennis leads the global service line on marketing ROI and branding. In recent years, Dennis’ work has focused primarily on the areas of digital marketing, marketing ROI, and branding. Dennis holds a PhD from the Otto Beisheim School of Management (WHU) in Vallendar.

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Did you know that...?

• …strong brands have consistently outperformed benchmarks like the MSCI World index in the past decade?
• …the profitability cycle of new retail formats has shortened from more than a decade to less than a year since the 1960s?
• …the share of private labels exceeds 50 percent in many categories and still sees double-digit growth in some saturated markets?
• …30 percent of all in-store signage is noticed by less than one percent of shoppers on average?
• …two thirds of all consumers globally use online product reviews to make purchase decisions?
• …leaflets are read by up to 90 percent of consumers, and that households receive up to 30 leaflets per week?
• …25 percent of shoppers are actively looking for promotions to be able to afford their favorite brands despite tight budgets?

If you want to find out how these and other facts can help you grow your business, this book is for you. To help retail executives take robust decisions in an environment of accelerating change, Retail Marketing and Branding provides a unique combination of strategic thinking and cutting-edge
analysis. The second edition has new chapters on format development and fact-based promotion management, as well as fully revised chapters on digital marketing.

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CONTRIBUTORS

Francesco Banfi, Paris

Reinhold Barchet, Düsseldorf

Dr. Thomas Bauer, Munich

Gabriele Bavagnoli, Milan

Rishi Bhandari, Chicago

Adam Bird, Munich

Jochen Böringer, Düsseldorf

Dr. Peter Breuer, Cologne

Dr. Benjamin Brudler, Hamburg

Jean-Baptiste Coumau, Paris

Linda Dauriz, Munich

David Edelman, Boston

Thierry Elmalem, London

Dr. Lars Fiedler, Hamburg

John Forsyth, Stamford

Dr. Tjark Freundt, Hamburg

Nicolò Galante, Paris

Jonathan Gordon, New York

Dr. Roland Harste, Hamburg

Holger Hürtgen, Düsseldorf

Ingeborg Molden Hegstad, Oslo

Tobias Karmann, Cologne

Dr. Lars Köster, Hamburg

Dr. Mathias Kullmann, Düsseldorf

Sascha B. Lehmann, Hamburg

Clarisse Magnin-Mallez, Paris

Tarek Mansour, Montreal

Marco Mazzù, Rome

Dr. Thomas Meyer, London

Jan Middelhoff, Düsseldorf

Dr. Boris Mittermüller, Cologne

Stefanie Möller, Cologne

Dr. Jesko Perrey, Düsseldorf

Andrew Pickersgill, Toronto

Alex Perez-Tenessa de Block, Chicago

Steffi Schreiner, Munich

Dr. Dennis Spillecke, Cologne

Dr. Yvonne Staack, Hamburg

Dr. Andris Umblijs, London

Dr. Kai Vollhardt, Frankfurt

Dr. Tobias Wachinger, Munich

Dr. Anja Weissgerber, Berlin

Stefano Zerbi, Milan

EXECUTIVE EDITOR

Dr. Cornelius Grupen, Hamburg