, , , , , , , , e.a.

Fundamentals of Retailing and Shopper Marketing

Paperback Engels 2012 9780273757399
Verwachte levertijd ongeveer 9 werkdagen

Samenvatting

‘The main part of intellectual education is not the

acquisition of facts but learning how to make facts live.’

Oliver Wendell Holmes

 

Become a specialist in shopper marketing

Fundamentals of Retailing and Shopper Marketing is an ideal companion text whether you are in marketing, in manufacturing, work for an advertising agency or if you work in retail.

 

The book focuses on the sharp end of the retail industry and, through real-world examples, shows students and practitioners best retail practice.

 

The text includes models, illustrations and photographs. It is practical, visual and easy to read and teaches you how to transfer your know-how to your own brand, marketing strategy, student assignment or retail environment.

 

Become an informed manufacturer

Retailers know a lot more about their branches and their shopping environments than do manufacturers, but it is important that manufacturers also take time to understand the environment in which most of their goods are sold. This book will help do just that.

 

A manufacturer is not entitled to tell a shopkeeper what to do – it is the other way around – but a real ‘trader’ is always interested in improving his or her business and listening to good advice. Retailers and suppliers are in the same boat – it’s just hard to see that sometimes.

 

Improve your results – move product

Fundamentals of Retailing and Shopper Marketing will help you become a specialist in shopper marketing. The book is an excellent guide to improved results through higher sales and brand loyalty.

Specificaties

ISBN13:9780273757399
Taal:Engels
Bindwijze:Paperback

Lezersrecensies

Wees de eerste die een lezersrecensie schrijft!

Inhoudsopgave

<p>Contents</p> <p>Publishers acknowledgements</p> <p>About the team</p> <p>&nbsp;</p> <p>Introduction</p> <p>&nbsp;&nbsp; Becoming a specialist in shopper marketing</p> <p>&nbsp;</p> <p>Part One: the marketing discipline</p> <p>Chapter 1: The marketing discipline, as we know it today, has to change</p> <p>&nbsp;&nbsp; Traditional advertising is losing its effect</p> <p>&nbsp;&nbsp; Current shopper marketing is based on feelings not facts</p> <p>&nbsp;&nbsp; ROCK</p> <p>&nbsp;&nbsp; Contradictions and similarities between suppliers and retailers</p> <p>&nbsp;</p> <p>Part Two: strategy</p> <p>Chapter 2: The product and the brand</p> <p>&nbsp;&nbsp; Brands</p> <p>&nbsp;&nbsp; Positioning and differentiation</p> <p>&nbsp;&nbsp; Brand pictura</p> <p>&nbsp;</p> <p>Chapter 3: Product portfolio and brand architecture</p> <p>&nbsp;&nbsp; The size of a portfolio</p> <p>&nbsp;&nbsp; Brand architecture</p> <p>&nbsp;&nbsp; Use more time on your current portfolio rather than on innovation</p> <p>&nbsp;</p> <p>Chapter 4: Brand portfolio and profitability</p> <p>&nbsp;</p> <p>Chapter 5: Introduction to consumer and shopper segmentation</p> <p>&nbsp;&nbsp; Definitions</p> <p>&nbsp;</p> <p>Chapter 6: Consumer segmentation</p> <p>&nbsp;&nbsp; What is consumer segmentation?</p> <p>&nbsp;&nbsp; Segmentation models</p> <p>&nbsp;</p> <p>Chapter 7: Shopper segmentation and shopper mission</p> <p>&nbsp;&nbsp; Introduction to shopper segmentation</p> <p>&nbsp;&nbsp; Segmentation and basic shopper/channel research</p> <p>Priority order of shopper segmentation</p> <p>&nbsp;&nbsp; Shopper missions</p> <p>&nbsp;&nbsp; The Unilever studies</p> <p>&nbsp;&nbsp; Shopper segmentation</p> <p>&nbsp;&nbsp; Shopper profile</p> <p>&nbsp;</p> <p>Chapter 8: Channel segmentation</p> <p>&nbsp;&nbsp; Target groups and channels</p> <p>&nbsp;&nbsp; Total market, category, brands, shopper segments, channels and individual retail chains</p> <p>&nbsp;&nbsp; Financial performance</p> <p>&nbsp;</p> <p>Chapter 9: What are the aligned prioritised commercial opportunities?</p> <p>&nbsp;&nbsp; Strategic framework</p> <p>&nbsp;</p> <p>Part three: in-store shopper marketing</p> <p>Chapter 10: Introduction to shopper marketing</p> <p>&nbsp;&nbsp; Introduction</p> <p>&nbsp;&nbsp; Act based on facts – do the shopper research!</p> <p>&nbsp;&nbsp; Increase revenue</p> <p>&nbsp;&nbsp; Traffic</p> <p>&nbsp;</p> <p>Chapter 11: The complexity of modern retailing</p> <p>Thomas Rudolf and Jan Niklas Meise, St Gallen, Switzerland</p> <p>&nbsp;&nbsp; Complexity for managers and consumers</p> <p>&nbsp;&nbsp; Countering complexity through differentiation</p> <p>&nbsp;&nbsp; Differentiated retail firms</p> <p>&nbsp;&nbsp; Conclusion</p> <p>&nbsp;</p> <p>Chapter 12: retail structure</p> <p>Odd Gisholt, BI, Norway</p> <p>&nbsp;&nbsp; Introduction</p> <p>&nbsp;&nbsp; Sales methods and chain management</p> <p>&nbsp;&nbsp; Strategic decisions in retailing</p> <p>&nbsp;&nbsp; Retail trends</p> <p>&nbsp;&nbsp; Private labels</p> <p>&nbsp;&nbsp; Wholesalers</p> <p>&nbsp;&nbsp; Market logistics</p> <p>&nbsp;&nbsp; Marketing shopping centres in Europe</p> <p>&nbsp;</p> <p>Chapter 13: Positioning and advertising for retail chains</p> <p>Alf Bendixen, BigBlue&amp;Company, Norway</p> <p>&nbsp;&nbsp; Retail chains</p> <p>&nbsp;</p> <p>Chapter 14: retail distribution, traffic and bonding</p> <p>&nbsp;&nbsp; Advertising</p> <p>&nbsp;&nbsp; Traffic</p> <p>&nbsp;&nbsp; Leaflets and direct mail</p> <p>&nbsp;&nbsp; Location and habit</p> <p>&nbsp;&nbsp; Increase bonding and loyalty</p> <p>&nbsp;</p> <p>Chapter 15: Loyalty programmes</p> <p>Truls Fjeldheim, Norgesgruppen, Norway</p> <p>&nbsp;&nbsp; Introduction</p> <p>&nbsp;&nbsp; History and background</p> <p>&nbsp;&nbsp; Different types of loyalty programmes/cards</p> <p>&nbsp;&nbsp; Loyalty programme content</p> <p>&nbsp;&nbsp; How to develop a CRM activity plan using sophisticated segmentation models</p> <p>&nbsp;&nbsp; How a loyalty programme can drive growth and profitability</p> <p>&nbsp;</p> <p>Chapter 16: inside the supe</p>

Managementboek Top 100

Rubrieken

Populaire producten

    Personen

      Trefwoorden

        Fundamentals of Retailing and Shopper Marketing