Retailization: Brand Survival in the Age of Retailer Power by Anthony Aconis, Keith Lincoln, Lars Thomassen

Retailization: Brand Survival in the Age of Retailer Power



Download Retailization: Brand Survival in the Age of Retailer Power




Retailization: Brand Survival in the Age of Retailer Power Anthony Aconis, Keith Lincoln, Lars Thomassen
Language: English
Page: 240
Format: pdf
ISBN: 0749446897, 9780749446895
Publisher: Kogan Page

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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