Book description
Retail Marketing and Branding, 2nd Edition looks at how
retailers can make more out of their marketing money with retail best
practices in branding and marketing spend optimization.
The second edition of Retail Marketing and Branding includes
the following updates:
* New and updated case examples
* Updated figures and examples throughout
* New interviewers with recent experiences
* Additional chapters
Dr. Jesko Perrey Director, Du sseldorf Jesko Perrey is the
global leader of the CLM (Customer Lifecycle Management) service line
and a core member of the leadership team of the EMEA Consumer Goods
& Retail Practice at McKinsey. His focus is on brand management,
marketing ROI, segmentation, and CLM across different industries.
Jesko is the author of many articles and essays in leading journals
and compendiums, particularly on marketing-related subjects such as
branding, marketing ROI, segmentation, and CLM, and coauthor of the
book Power Brands. He holds an MBA and a PhD from the University of Mu nster.
Dr. Dennis Spillecke Principal, Cologne Dennis Spillecke is a
core member of the EMEA Consumer Goods & Retail Practice, as well
as of the EMEA Marketing & Sales Practice at McKinsey. Dennis
leads the global service line on marketing ROI and branding. 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.
