Retailization

Lars Thomassen, Keith Lincoln, Anthony Aconis

ISBN 10: 0749446897 / ISBN 13: 9780749446895

Published by Kogan Page, 2006

About this Item

: En 'Retailization: Brand Survival in the Age of Retailer Power', Lars Thomassen, Keith Lincoln y Anthony Aconis presentan un análisis innovador sobre cómo las empresas y sus marcas se enfrentan a la creciente influencia de los minoristas. Basado en un estudio internacional realizado en colaboración con AC Nielsen y BBDO Europe, el libro ofrece un proceso paso a paso para repensar las estrategias de marca y adaptarse a las necesidades de los compradores actuales. Se destaca la importancia de reinventar la forma en que las empresas se conectan con sus clientes para impulsar las ventas. EAN: 9780749446895 Tipo: Libros Categoría: Negocios y Economía Título: Retailization Autor: Lars Thomassen| Keith Lincoln| Anthony Aconis Editorial: Kogan Page Idioma: en Páginas: 221 Formato: tapa dura.

Seller Inventory # Happ-2023-11-07-85154913

Bibliographic Details

• Title: Retailization
• Publisher: Kogan Page
• Publication Date: 2006
• Language: English
• ISBN 10: 0749446897
• ISBN 13: 9780749446895
• Binding: Hardcover
• Condition: Como nuevo

About this title

Synopsis

Presents an innovative and pragmatic step-by-step process to help businesses rethink their brand efforts around the retail strategies that best meet the needs of today's shoppers. Illustrates how brand power is inexorably being replaced by retailer power. Based on a two-year study conducted by AC Nielsen and BBDO Europe --the largest global study on selling branded products ever conducted -- the book reveals how corporations and their brands are dealing (or not dealing ) with this new era.

About the Authors

Lars Thomassen is a leading Danish advertising and communications director.  He co-authored How to Succeed at Retail (2007) and Retailization (2006), which is now in its third printing and has been translated into Japanese, Danish, Russian, and Chinese.

Keith Lincoln has worked in international communications and branding for nearly thirty years with Gillette, Nike, and LEGO.  He co-authored How to Succeed at Retail (2007) and Retailization (2006), which is now in its third printing and has been translated into Japanese, Danish, Russian, and Chinese.

Anthony Aconis worked in advertising as a strategic planner before opening his own company, Fireball.  He has created numerous consumer studies on everything from baby boomers to youth to the modern family.