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How to Succeed at Retail

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en Limba Engleză Paperback – 03 May 2009
Who are the world's best retail brands? Is there a formula for success you can learn from? How to Succeed at Retail helps you find the key factors that will make you successful. Building on the process introduced in the international bestseller Retailization, it begins by encouraging you to become 'retail obsessed' and to think strategically, creatively and operationally in a retail context. It then illustrates success in action with 25 winning international case studies that show you some inspirational ways forward. Fast-paced and accessible, it concludes with an operational methodology which can be applied to any and every business. By introducing you to new ideas, winning cases and real tools, How to Succeed at Retail will help you to develop and implement an actionable brand vision. An accompanying website provides access to further case studies, strategies, tools and downloads. Featured case studies: Apple; Assa Abloy; Bose; Courvoisier; Dyson; Easyjet; Gillette; Gooh!; Guiness; Hennes & Mauritz; Holland & Holland; Innocent; Karmaloop; Oliviers & Co; P&G; Peroni; Red Bull; REI; Senseo; Starbucks; Superquinn; Tchibo; Whole Foods Market; Yoyamart; Zara.
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Specificații

ISBN-13: 9780749455941
ISBN-10: 0749455942
Pagini: 207
Ilustrații: 1, black & white illustrations
Dimensiuni: 147 x 227 x 19 mm
Greutate: 0.37 kg
Editura: Kogan Page

Cuprins

Part 1  How to succeed by becoming re-obsessed  
 
1          REsolving the big squeeze   
2          REassessing the shopper     
3          REconnecting to the shopper          
4          RE-evaluating the shopping experience     
5          REstorming the trends        
6          RE-creating the brand message      
7          RE-flagging it           
 8          RE-trying again and again  
 9          RE-storing your ethics         
 
Part 2  How to succeed by winning 
 
10        Becoming a retail phenomenon: how to succeed at retail 
 
Part 3  How to succeed operationally          
 
11        RE-THINK   

Postscript… eat or be eaten!           
 
Appendices     
            Appendix 1: How to succeed by being in an RE world          
            Appendix 2: How to succeed by knowing what’s going on    
            Appendix 3: How to succeed by referencing  

Notă biografică

Keith Lincoln and Lars Thomassen co-authored Retailization (2006), which is now in its third printing and has been translated into Japanese, Danish, Russian, and Chinese.  Lincoln has worked in international communications and branding for nearly thirty years with Gillette, Nike, and LEGO.  Thomassen is a leading Danish advertising and communications director.