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Contents

Foreword xi Introduction to the Second Edition xiii Second Edition Acknowledgments xv Introduction to the First Edition xvii First Edition Acknowledgments xxi Commonly Used Acronyms xxiii Part I Building Superior Retail Brands 1 1 Principles of Successful Brand Management: Art, Science, Craft 3 Art, science, craft 5 Creativity and consistency 6 Strengths and weaknesses 8 Touch point orchestration 9 2 Segmentation 21 Relevance in retail 22 Top management attention 23 Consumer needs 26 Strategic segmentation 30 Implementation 32 3 A Guide to Excellence in Retail Brand Management 37 The brand diamond 37 The brand purchase funnel 42 BrandMatics 45 The brand promise 50 Brand delivery 52 4 Developing and Refining Retail Formats 63 Basic types of format development 64 The four-step process 66 Implementation support 74 5 Store Brand Portfolio Management 77 Multiple formats and brands 78 BrandMatics Advanced 80 The brand space map 81 Impact estimation 84 6 Private Label Branding 89 PL growth 90 Four generations of PL 95 PL strategy 100 SKU selection 102 Capabilities 103 Part II Optimizing Marketing ROI 105 7 How to Spend It: Fact-based Media Mix Optimization 107 Media landscape transformation 108 Equal footing 110 Three approaches 112 8 Budget Sizing: The Million-dollar Question 117 Systematic approach 117 Transparency 119 Outside-in benchmarking 121 Inside-out budgeting 123 Efficiency modeling 125 Budget level estimate 126 9 Budget Prioritization 129 Decision mode 129 Investment units 131 Full transparency 134 Prioritization criteria 136 Avoiding automation 140 10 Reach Cost Quality 147 Vehicle optimization 148 Apples and apples 149 Universal scores 157 11 Marketing Mix Modeling 161 How to spend it 161 Impact comparison 163 Applications 165 Multi-lever transparency 166 What to watch out for 168 12 The Digital Retail (R)evolution 179 End-to-end digitalization 181 Channel convergence 183 Localization 186 Social media 188 Content management 191 Brick-and-mortar 192 13 POS Marketing 197 The most powerful vehicle 197 Lack of leverage 199 Systematic management 200 Tangible and intangible elements 203 The human factor 211 14 Leaflets and Local Print Advertising: How to Achieve Local Media Excellence 217 The true point of sale 217 A complex challenge 219 Fine-tuning 222 Product selection 223 Geo-marketing 225 15 Fact-based Promotion Management 231 Balance pricing and promotions 232 KPIs for optimization 235 Supplier negotiations 239 Margin improvement 241 16 Excellence in Classical Media 247 A key element 248 Creativity and content fit 252 Testing and learning 255 Message delivery 257 Creative partners 261 17 Digital Marketing Excellence 269 Value proposition 270 Digital strategy 272 Search engine marketing 276 Display advertising 280 Social media integration 282 Digital marketing organization 287 18 Maximizing Customer Value with Data-driven CLM 297 Full value 298 Deep understanding 302 Predictive modeling 305 Keeping track 308 Capability building 310 Applications 316 19 Smart Sourcing 325 Sizeable savings 326 Efficiency levers 329 Efficiency optimization 332 Best practice 337 Deep dive 340 Part III Ten Perspectives on Retail Marketing 347 20 Ten Perspectives on Retail Marketing 349 Contributors 351 Index 365

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