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

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 updates:

* New and updated case examples

* Updated figures and examples throughout

* New interviewers with recent experiences

* Additional chapters

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.