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

FIRST EDITION ACKNOWLEDGMENTS

We are indebted to all our fellow authors and the teams that have supported them in researching and developing each of the chapters. They all share the experience of having gone through many rounds of writing and editing as the book evolved. Additionally, a few individuals from McKinsey & Company's international leadership group have kindly acted as an internal sounding board, namely Peter Dahlström, Tjark Freundt, and Frank Sänger. We would like to thank all of them for their commitment and patience.

We would also like to thank our external partners and the companies that have supported this effort through participating in the co-creation of knowledge, in the clearance of case examples and in granting permission to use quotes, images and other materials in the text or in the exhibits. Special thanks are due to our interview partners for sharing their views on retail marketing and branding: Pia Marthinsen Mellbye at ICA, Thomas Koch at TKM, Alastair Bruce at Google, Michael Trautmann at kempertrautmann, and Daniela Mündler at Douglas.

Special thanks are due to Klaus Behrenbeck, Peter Breuer, and Nicolò Galante, our colleagues at McKinsey & Company, for their commitment in seeing this project through from the initial idea to the finished book. Thank you to Anja Weissgerber, who led and coordinated this effort on behalf of McKinsey's European Consumer Industries & Retail Group, and to Tobias Karmann for tying up all the loose ends. Very special thanks ...