Retailization

In this authoritative and comprehensive book on retail branding, international business experts reveal how the most successful brands survive in a world of increasingly powerful retailers and ever more knowledgeable shoppers. Based on arguably the most extensive global analysis of the world of retail ever undertaken, and including a groundbreaking survey by ACNielsen, Retailization presents an innovative and pragmatic seven-step programme to guarantee your survival by realizing the full retail potential of your brand. Drawing on countless case studies including leading international giants such as Procter & Gamble, Apple and LEGO, Retailization shows you how to rethink, reimagine and restructure your entire business and brand efforts in this new competitive landscape. Retailization is essential reading for sales and marketing professionals, brand managers and business managers who want not only to survive, but thrive.