Retailization: Brand Survival in the Age of Retailer Power

by Lars Thomassen, Keith Lincoln, Anthony Aconis

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.

221 pages, Hardcover

First published January 1, 2006

Reviews

[Leader Summaries · Rating 5 out of 5]

Desde Leader Summaries recomendamos la lectura del libro Minorización, de Lars Thomassen y Keith Lincoln y Anthony Aconis.
Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, atraer y retener a los clientes, gestionar marcas y posicionamiento.
En el siguiente enlace tienes el resumen del libro Minorización, Cómo devolver a las marcas a su posición dominante en el mercado: Minorización