Publisher description for Retailization : brand survival in the age of retailer power / Lars Thomassen, Keith Lincoln, & Anthony Aconis.
Bibliographic record and links to related information available from the Library of Congress catalog
Information from electronic data provided by the publisher. May be incomplete or contain other coding.
Presents an innovative and pragmatic step-by-step process to help businesses rethink their brand efforts around the retail strategies that best meet the needs of today's shoppers. Illustrates how brand power is inexorably being replaced by retailer power. Based on a two-year study conducted by AC Nielsen and BBDO Europe --the largest global study on selling branded products ever conducted -- the book reveals how corporations and their brands are dealing (or not dealing ) with this new era.
Library of Congress subject headings for this publication:
Retail trade.
Brand name products.