| 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.
This book is for anyone in any company that wants to increase the sales of its branded products. This will extend from the CEO to the brand manager to the sales person. The issues we explore are pertinent to all of these people, and increasingly relevant to their futures. Our experience to date has shown us that senior management has enormous interest in this area, as it represents their most critical strategic issue, one that continues to grow in importance, one that needs a guide. The messages and lessons of this book are targeted at everyone in sales and marketing today, whether as a manufacturer, retailer or communications agency; whether they are directly involved or indirectly involved; whether they are an assistant brand manager or the CEO; whether they live and work in the United States, the United Kingdom, Scandinavia or China. |
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