Jesko Perrey Knihy

Retail Marketing and Branding, 2nd Edition looks at how retailers can make more out of their marketing money with retail best practices in branding and marketing spend optimization. The second edition of Retail Marketing and Branding includes the following * New and updated case examples * Updated figures and examples throughout * New interviewers with recent experiences * Additional chapters

Brand success can be managed What distinguishes a brand-name product from no-name competitors? How can companies assess and enhance the value of their brands? What steps can executives take to manage their brands successfully? Reliable answers to these and other questions can be found with the proven BrandMatics®-Konzept from McKinsey. Now in its third revised and enhanced edition, Power Brands incorporates many recent advances in the field: - New research on the evolution of brand relevance - both in B2C and B2B. - Two modular additions to the proven brand purchase funnel framework. - All-new chapters on brand delivery, MROI, and digital brand management. - Dozens of new case studies - from insights generation to brand promise definition. - Six new in-depth interviews with distinguished international brand managers.