Retail Marketing and Branding: A Definitive Guide to Maximizing ROI

pt. I Building Superior Retail Brands 1.Principles of Successful Brand Management: Art, Science, Craft Art, science, craft Creativity and consistency Strengths and weaknesses Touch point orchestration 2.Segmentation Relevance in retail Top management attention Consumer needs Strategic segmentation Implementation 3.A Guide to Excellence in Retail Brand Management The brand diamond The brand purchase funnel BrandMatics The brand promise Brand delivery 4.Developing and Refining Retail Formats Basic types of format development The four-step process Implementation support 5.Store Brand Portfolio Management Multiple formats and brands BrandMatics Advanced The brand space map Impact estimation 6.Private Label Branding PL growth Four generations of PL PL strategy SKU selection Capabilities pt. II Optimizing Marketing ROI Contents note continued: 7.How to Spend It: Fact-based Media Mix Optimization Media landscape transformation Equal footing Three approaches 8.Budget Sizing: The Million-dollar Question Systematic approach Transparency Outside-in benchmarking Inside-out budgeting Efficiency modeling Budget level estimate 9.Budget Prioritization Decision mode Investment units Full transparency Prioritization criteria Avoiding automation 10.Reach-Cost-Quality Vehicle optimization Apples and apples Universal scores 11.Marketing Mix Modeling How to spend it Impact comparison Applications Multi-lever transparency What to watch out for 12.The Digital Retail (R)evolution End-to-end digitalization Channel convergence Localization Social media Content management Brick-and-mortar 13.POS Marketing The most powerful vehicle Lack of leverage Systematic management Tangible and intangible elements Contents note continued: The human factor 14.Leaflets and Local Print Advertising: How to Achieve Local Media Excellence The true point of sale A complex challenge Fine-tuning Product selection Geo-marketing 15.Fact-based Promotion Management Balance pricing and promotions KPIs for optimization Supplier negotiations Margin improvement 16.Excellence in Classical Media A key element Creativity and content fit Testing and learning Message delivery Creative partners 17.Digital Marketing Excellence Value proposition Digital strategy Search engine marketing Display advertising Social media integration Digital marketing organization 18.Maximizing Customer Value with Data-driven CLM Full value Deep understanding Predictive modeling Keeping track Capability building 19.Smart Sourcing Sizeable savings Efficiency levers Efficiency optimization Best practice Contents note continued: Deep dive pt. III Ten Perspectives on Retail Marketing 20.Ten Perspectives on Retail Marketing.