Retailization: Brand Survival in the Age of Retailer Power




Author: Anthony Aconis, Keith Lincoln, Lars Thomassen
Type: eBook
Date Released: 2006
Format: pdf
Language: English
Page Count: 240
Isbn10 Code: 0749446897
Isbn13 Code: 9780749446895


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.

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