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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.
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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.
""Every great political movement, religion and scientific transformation begins with a revolution. Retailization may well be that revolution in worldwide marketing."" -- getAbstract.com
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- PublisherKogan Page
- Publication date2006
- ISBN 10 0749446897
- ISBN 13 9780749446895
- BindingHardcover
- Number of pages221
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