Retail Marketing and Branding: A Definitive Guide to Maximizing ROI, 2nd Edition

FOREWORD

How can retailers combine traditional and new marketing vehicles? How can they stay on top of what their customers want? How can they reach them effectively? Do shoppers still look at leaflets, or should retailers shift local marketing funds to social media?

These were the questions that gave rise to this book a little over two years ago. As it turns out, they are no less relevant today. If anything, the high pace of innovation in areas such as store formats, big data, advanced analytics, shopping-related mobile apps, and multichannel retailing has made them even more pressing.

In this book, Dr. Jesko Perrey and Dr. Dennis Spillecke consolidate McKinsey's perspective on these pressing questions. They worked with a team of more than 30 distinguished marketing practitioners and experts to incorporate our latest thinking regarding, for example, format development, advanced marketing mix modeling, highly granular geo-marketing, digital media, and fact-based promotion management. A unique combination of strategic thinking and leading-edge analytics makes this volume essential reading for retail CEOs and marketing enthusiasts alike.

Published to great acclaim in 2011, Retail Marketing and Branding: A Definitive Guide to Maximizing ROI successfully launched our series Perspectives on Retail and Consumers. It is my privilege to present the second edition today, as well as to announce an upcoming new volume, on technology in consumer industries, due for publication in 2013. I hope ...