by Lars Thomassen, Keith Lincoln, Anthony Aconis · Kogan Page · tapa dura · ISBN 9780749446895
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«Retailization: Brand Survival in the Age of Retailer Power» is the essay by Lars Thomassen, Keith Lincoln and Anthony Aconis, from Kogan Page, in hardcover.
It analyzes how brand power gives way to that of retailers and proposes 'retailization': a process to reorient brand strategy towards the point of sale. It draws on a two-year international study with AC Nielsen and BBDO Europe and argues that companies must reinvent how they reach the buyer to generate sales.
Published in 2006, the book has 221 pages, is in English and includes bibliographic references (pp. 199-209) and an index.
A reference work for marketing, advertising and brand management professionals, and for business and retail students.
