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Retail Marketing and Branding
Retail Marketing and Branding, 2nd Edition looks at how retailers can make more out of their marketing money with retail best practices in branding and marketing spend optimization. The second edition of Retail Marketing and Branding includes the following updates: * New and updated case examples * Updated figures and examples throughout * New interviewers with recent experiences * Additional chapters
Retail Marketing and Branding
Today's shoppers go online to research locations, compare prices or read reviews before they go to a store, and as soon as they are back home, they post details about their shopping experience on Facebook or other social media platforms. Online agencies rave about viral campaigns, guerrilla marketing and 360° communication. IT specialists are peddling one-to-one marketing tools and integrated customer data warehousing solutions. Should retailers care about any of this? The authors of this book firmly believe that they should — but in an environment of accelerating change, even veterans of the retail trade are looking for guidance on how to embrace the challenges thrown up by the evolving ...
Marketing Performance
Drive marketing ROI with an investor's mindset and a proven toolkit Top marketers today don't shy away from financial accountability. In fact, they actively seek to account for the return on their companies' investments in marketing – because they want their budget to make a difference for their brands and for their business: more relevant messages, more effective campaigns, more satisfied customers, more profitable promotions, higher returns to shareholders. If this is how you think about marketing, this book is for you. It is a book for CMOs who adopt an investor's mindset, and it deals with the most pressing marketing performance questions. This isn't a work of theory. This is a hands-o...
Future-Fit Leadership
What capabilities do leaders need to effectively navigate the complexities of today's digital, dynamic, disruptive landscape? Drawing on groundbreaking research, this book explores how leaders shape a philosophy for human-centered organisations aligned with Generations Y and Z values, steering towards agile, innovative, and regenerative leadership. Based on over two decades of experience in leadership development in global corporations and academia, the author provides an innovative framework for future-fit leadership development. This practical framework supports you to: Identify core capabilities for leading a multigenerational workforce through digital transformation. Evaluate personal le...
Power Brands
Brand success can be managed What distinguishes a brand-name product from no-name competitors? How can companies assess and enhance the value of their brands? What steps can executives take to manage their brands successfully? Reliable answers to these and other questions can be found with the proven BrandMatics-Konzept from McKinsey. Now in its third revised and enhanced edition, Power Brands incorporates many recent advances in the field: New research on the evolution of brand relevance - both in B2C and B2B. Two modular additions to the proven brand purchase funnel framework. All-new chapters on brand delivery, MROI, and digital brand management. Dozens of new case studies - from insights generation to brand promise definition. Six new in-depth interviews with distinguished international brand managers.
The Innovative Seller
Practical and straightforward solutions to everyday sales challenges In The Innovative Seller: Keeping Pace In An AI and Customer-Centric World, veteran sales leader and trainer Jake Dunlap delivers an expert playbook for sales that offers out-of-the-box and creative answers for the problems and questions that salespeople face every day. Fun and motivational, the book walks you through effective strategies for dealing with common challenges, like LinkedIn prospecting, sales transparency, cold calling, and others. The author has included a comprehensive tactical appendix, so you can easily identify and locate the exact solution you need when you encounter a specific problem. You’ll also fin...
Power Brands
The McKinsey BrandMatics concept will show you how brands can be systematically managed. The individual tools and detailed concepts are organized into three topic areas: measuring, making, and managing power brands.
Drivers of Successful Controllership
This book is about drivers of successful controllership. Successful controllership services provide an imperatively required support to managers, especially in times of change
Deep Selling
Develop stronger, more profitable relationships with your buyers in the digital era Right now, how we buy and sell is evolving dramatically. People have fundamentally changed the way they do business. To put it simply: buyers no longer interact with sellers in the same way. To ensure a profitable future, sales leaders and teams need to embrace this transformation. In the face of globalisation, ecommerce, subscription services, and new digital tools for buyers and sellers alike, you need new strategies to generate successful sales and better bottom lines. Deep Selling shares the cutting-edge sales model you need to create a buyer-obsessed, high-performance culture. Your team urgently needs to...
Brand Storytelling
This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in a digital-first integrated marketing communications plan. From the earliest works on storytelling to the latest research, this text explains why and how storytelling works, the forms storytelling takes, and how to develop an integrated advertising, PR, and strategic marketing communications campaign that leverages the power of story within the reality of today’s digital-first media landscape. Keith A. Quesenberry and Michael K. Coolsen present a balance of research and theory with practical application and case studies within a classroom-friendly framewor...
