New Books and Bestsellers April - September 2006: Retailization: Brand Survival in the Age of Retailer Power: 1 [Hardcover]

“in this new age of retailer dominance, retailization must be read by marketers in every company-and their advertising agencies. it is a book of fact, not fancy, and conclusions based on reality, not hype. it's a learning experience for anyone selling at retail.”

allen rosenshine, chairman of bbdo worldwide

“reading retailization is a truly inspiring experience. it’s wonderful storytelling with insightful drama and lots of involving cases. more than anything else, the book serves as a convincing and powerful eyeopener showing us the radically changed reality of business today. moreover it introduces completely new thinking and tools.”

jens carsten nielsen, administrative manager of center for marketing communication at the copenhagen business school, lecturer at the department of marketing & department of institute organization and industrial sociology at the copenhagen business school

“retailization tells us that the shift of power toward retail affects the whole market place. the question it raises for marketers is crucial. which market structures are affected by this shift? and as a result, how should marketers change the way they do marketing?”

c. miguel brendl, phd, associate professor of marketing, insead, director of the insead social science research center

“retailization is the first structured analysis for brands on how to survive the changes in retailing.”

ulf enander, ceo of swe, leading scandinavian ad agency

“this book focuses on a very important topic that is seldom addressed in detail in branding books – the increasing power of retail brands vis-à-vis product brands and what product brands can do to make the most of that dynamic. in particular, the book underscores the importance of convenience in consumer purchase decisions and focuses on the two most important moments of truth – at the point of purchase and when someone first tries the product. the book also rightly places great emphasis on the importance of product innovation and superiority in brand purchase decisions. this book’s emphasis on the shopper and the shopping experience versus the consumer and the product consumption experience differentiates it from all other brand marketing books. retailization is an interesting read that draws upon extensive research findings and features numerous marketplace examples.”

brad van auken, speaker, writer and consultant, author of the brand management checklist

“reveals how the world’s most successful brands are selling themselves in today’s marketplace, and shows how to regain brand power in a retailer-dominated world.”

publishing news

“engaging and insightful.”

easyjet in-flight magazine

“the book features up-to-date global research. it’s a stimulating book with many useful facts, figures, examples and ideas.”

management today

“the authors of retailization have a powerful theme, based on the threat posed to manufacturers by the growing strength of giant multiples, on an increasingly global scale. there’s much to like about this prescription; it is a thoroughly professional outline for an update of marketing and communication strategy, to respond to developing conditions. it’s motherhood, really.”

admap

“analyses the reasons that cause traditional brands to be dropped from the shelves and what can be done to ‘re-ignite brand power’.”

multiple buyer and retailer

“in this new age of retailer dominance, retailization must be read by marketers in every company-and their advertising agencies. it is a book of fact, not fancy, and conclusions based on reality, not hype. it's a learning experience for anyone selling at retail.”

allen rosenshine, chairman of bbdo worldwide

“reading retailization is a truly inspiring experience. it’s wonderful storytelling with insightful drama and lots of involving cases. more than anything else, the book serves as a convincing and powerful eyeopener showing us the radically changed reality of business today. moreover it introduces completely new thinking and tools.”

jens carsten nielsen, administrative manager of center for marketing communication at the copenhagen business school, lecturer at the department of marketing & department of institute organization and industrial sociology at the copenhagen business school

“retailization tells us that the shift of power toward retail affects the whole market place. the question it raises for marketers is crucial. which market structures are affected by this shift? and as a result, how should marketers change the way they do marketing?”

c. miguel brendl, phd, associate professor of marketing, insead, director of the insead social science research center

“defines the problems facing brands in today’s market and offers a seven step solution for dealing with the dilemmas.”

www.wgsn.com

“argues for a more radical approach based on transforming businesses to view everything from a retail perspective.”

marketing: ireland’s marketing and media monthly

“in a world where traditional brands are squeezed off supermarket shelves by their own brands and by an increasingly fierce competition retailization suggests ways in which traditional brands can fight back.”

“retailization explains how many of the world’s most successful brands are able to survive in a world of changing values and customer expectations. to help readers better understand how to position their own brands in the new competitive landscape.”