作者简介Dr Jesko, Director, DsseldorfJesko Perrey is global leader of the Branding & Marketing ROI S
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Retail Marketing and Branding: A Definitive Guide to Maximizing ROI（Jesko Perrey |
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Retail Marketing and Branding: A Definitive Guide to Maximizing ROI（Jesko Perrey |
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作者简介
Dr Jesko, Director, Düsseldorf
Jesko Perrey is global leader of the Branding & Marketing ROI Service Line and core member of the leadership team of the European Consumer Industries & Retail Practice at McKinsey. His focus is on brand management, marketing ROI, and segmentation across different industries. Jesko is the author of many articles and essays in leading journals and compendiums, particularly on marketing-related subjects such as branding, marketing, ROI, and segmentation, and co-author of the book Power Brands. He holds an MBA and a PhD from the University of Münster.
Dr Dennis Spillecke, Principal, Cologne
Dennis Spillecke is a core member of the leadership team of the European Consumer Industries & Retail Practice, as well as the European Marketing & Sales Practice at McKinsey. Dennis primarily focuses on marketing and sales topics at retail and packaged goods companies. In recent years, Dennis' work has focused primarily on the areas of digital marketing, marketing ROI and branding. Dennis holds a PhD from the Otto Beisheim School of Management (WHU) in Vallendar.
目录
Introduction.
Acknowledgements.
Foreword.
Part I Building Superior Retail Brands.
1 Principles of successful brand management: art – science – craft.
Art, science and craft.
Creativity and consistency.
Strengths and weaknesses.
Touch point orchestration.
2 Segmentation.
Relevance in retail.
Top management attention.
Consumer needs.
Strategic segmentation.
Implementation.
3 A guide to excellence in retail brand management.
The brand diamond.
The brand purchase funnel.
BrandMatics.
The brand promise.
Brand delivery.
4 Store brand portfolio management.
Multiple formats and brands.
BrandMatics Advanced.
The brand space map.
Impact estimation.
5 Private label branding.
PL growth.
Four generations of PL.
PL strategy.
SKU selection.
Capabilities.
Part II Optimizing Marketing ROI.
6 Budget sizing: the million dollar question.
Systematic approach.
Transparency.
Outside-in benchmarking.
Inside-out budgeting.
Efficiency modelling.
Budget level estimate.
7 Budget prioritization.
Decision mode.
Investment units.
Full transparency.
Prioritization criteria.
Avoiding automation.
Interview with Pia Mellbye, ICA.
8 How to spend it: fact-based media mix optimization.
Media landscape transformation.
Eye-level interaction.
Three approaches.
9 Reach–Cost–Quality.
Vehicle optimization.
Apples and apples.
Universal scores.
Interview with Thomas Koch, TKM.
10 Marketing Mix Modelling.
How to spend it.
Impact comparison.
Applications.
Multi-lever transparency.
Dos and don'ts.
11 The digital evolution of retail marketing.
Digital natives.
Constant connectivity.
Social interaction.
Two-way marketing.
Consumer control.
Total recall.
Evolution, not revolution.
Interview with Alastair Bruce, Google.
12 POS marketing.
The most powerful vehicle.
Lack of leverage.
Systematic management.
Tangible and intangible elements.
The human factor.
13 Leaflets and local print advertising: how to achieve local media excellence.
The true point of sale.
A complex challenge.
Fine-tuning.
Product selection.
Geo-marketing.
14 Excellence in classical media.
A key element.
Creativity and content fit.
Testing and learning.
Message delivery.
Creative partners.
Interview with Michael Trautmann, kempertrautmann.
15 Digital marketing excellence.
The digital arena.
Role of digital.
Push vs. pull vehicles.
Real-time marketing.
16 Boosting customer value through CLM.
Full value.
Deep understanding.
Predictive modelling.
Keeping track.
Data availability.
Applications.
Interview with Daniela Mündler, Douglas.
17 Smart sourcing.
Sizeable savings.
Efficiency levers.
Efficiency optimization.
Best practice.
Deep dive.
Part III Ten Perspectives on Retail Marketing.
18 Ten perspectives on retail marketing.
Contributors.
Index.
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