by Jesko Perrey, Dennis Spillecke · John Wiley & Sons Ltd · tapa dura · ISBN 9780470979662
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«Retail Marketing and Branding: A Definitive Guide to Maximizing ROI» is the business essay by Jesko Perrey and Dennis Spillecke, published by John Wiley & Sons Ltd in hardback (320 pages, in English).
Reference work for retail professionals that analyses how to combine traditional marketing with new digital tools and align advertising investment with business objectives. It brings together the knowledge of more than thirty industry experts and covers everything from the point of sale as a value-creation space to the use of social media, with abundant practical case studies of international companies.
The book belongs to the Perspectives on Consumer Industries & Retail series by McKinsey & Company. It includes a foreword by Klaus Behrenbeck, director at McKinsey & Company.
Recommended for executives, marketing professionals and retail students seeking a practical and up-to-date approach to the sector.
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