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Should retailers care about any of this? The authors of this book firmly believe that they should – but in an environment of accelerating change, even veterans of the retail trade are looking for guidance on how to embrace the challenge thrown up by the evolving retail marketing landscape:
Successful retail management might once have been about ‘just doing it’ but that is no longer the case. This book offers retail professionals practical and robust ways to improve the performance of their marketing function and align marketing investments with business objectives.
This book consolidates the know-how of more than 30 practitioners in the field, created and refined over many years together with leading international companies. It covers some of the latest and most sophisticated approaches to the subject, yet it is anything but a theoretical treatise. The authors’ hands-on approach and the wealth of case examples make it an essential guide for all consumer-minded retailers .
(from the Foreword by Dr Klaus Behrenbeck, Director, McKinsey & Company, Inc., Leader Consumer Industries & Retail Group, Europe)
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.