Retailization: Brand Survival in the Age of Retailer Power
Автор:Lars Thomassen, Keith Lincoln, Anthony Aconis Год: 2006 Издание: [не указанo] Страниц: 221 ISBN: 0749446897 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.
