About this item
Highlights
- Discover the new realities of working in the post-digital era of consumer brand and retail marketing.
- About the Author: PHILIP KOTLER, PHD, is Professor Emeritus of Marketing at the Kellogg School of Management where he held the S.C. Johnson & Son Professorship of International Marketing.
- 400 Pages
- Business + Money Management, Industries
Description
About the Book
"The three main rules of retail have long been defined by an expression used in real estate jargon: "Location, Location, Location." The basic assumption was: if you prioritiseAáI p2 s the acquisition of the best locations, everything else will fall into place. This approach will no longer apply due to the fragmentation of the market, there have been several rapid and chaotic changes, including Covid-19, competitive pressures and disrupted customer behaviours. The large number of retailers that have gone out of business in recent years shows us that the scenario has changed and closures have pushed some to use terms like "apocalypse" or "Armageddon" to describe the difficulties of the current situation. However, it is wrong to assume that the failure of a large number of shops and stores heralds the end of brick-and-mortar retail. If anything, it decrees the end of a model that has remained unchanged for decades and that seems to be inadequate for the Digital Age. In other words -- Covid was an abrupt disruption, but many changes were overdue"--Book Synopsis
Discover the new realities of working in the post-digital era of consumer brand and retail marketing.
In Redefining Retail: 10 Guiding Principles for a Post-Digital World, renowned international marketers Prof. Philip Kotler and Dr. Giuseppe Stigliano deliver a timely and insightful examination of retail and consumer brand marketing. In the book, you'll find practical and concrete techniques for redefining your organisation's internal operations and processes, as well as its business strategy. You'll rethink the entire value chain as you consider the growing importance of sustainability, diversity and inclusion, working policies, and more.
The authors describe ten critical principles that should guide the actions of your company, whether you work with a startup, an SME, or a large, established organization. They also discuss:
- The main challenges retailers face in a world that's been fundamentally transformed by the digital revolution.
- How to future-proof your marketing strategy, including 10 guiding principles for a new customer experience at retailers and consumer brands.
- The opportunities and threats of creating a seamless customer journey in the physical, digital, and virtual realms.
Perfect for managers, entrepreneurs, consultants, and investors in both the B2B and B2C sectors, Redefining Retail: 10 Guiding Principles for a Post-Digital World will also prove invaluable to students of management, marketing and business administration, as well as anyone with an interest in the evolution of commerce.
From the Back Cover
Praise for REDEFINING RETAIL
"Redefining Retail stands out as the most comprehensive and original retail book I've encountered in years. Its invaluable insights will leave you intrigued and informed."
--Martin Lindstrom, Author, Consultant and Keynote Speaker
"In this book, I encountered numerous concepts that align with my leadership philosophy and mirror the dynamics within organizations like The Coca-Cola Company. The approach of the authors impressed me, as they effectively combined their real-world business expertise with authoritative academic insights."
--Nikos Koumettis, President of Europe at The Coca-Cola Company
"Beauty brands, among others, face the challenge of finding the right balance between the influence of technology and the personal touch of human interaction. Redefining Retail provides precious insights for managers on how to address this critical issue."
--Vasiliki Petrou, Group CEO of Unilever Prestige
"One of the key challenges for organizations is how to combine the power of data intelligence and human creativity to deliver the most meaningful value to our customers. Redefining Retail offers very valuable insights and relevant answers to this essential aspect."
--Greg Hoffman, Former CMO of Nike, Author and Speaker
"In a post-digital era, with customer journeys spanning numerous digital and physical touchpoints, the role of each of these interactions must be distinctive and strategically planned. This book provides valuable perspectives for managers aiming to design a resilient retail marketing strategy for the future."
--Lucia Marcuzzo, SVP and Managing Director of North Europe at Levi Strauss & Co.
"In challenging times, companies often shift their focus to short-term financial outcomes to safeguard their market share. However, this approach can cause them to lose sight of a fundamental element--the human beings they are designed to serve. The guiding principles outlined by Philip and Giuseppe serve as an effective inspiration for leaders and managers."
--Mauro Porcini, SVP and Chief Design Officer at PepsiCo
About the Author
PHILIP KOTLER, PHD, is Professor Emeritus of Marketing at the Kellogg School of Management where he held the S.C. Johnson & Son Professorship of International Marketing. The Wall Street Journal ranks him as one of the top six most influential business thinkers.
GIUSEPPE STIGLIANO, PHD, is an entrepreneur and a manager with 20 years of international experience in marketing and communication services. He serves as Global CEO at Spring Studios and is an Adjunct Professor of Marketing at prestigious universities and business schools.