Retailization: Brand Survival in the Age of Retailer Power

by Lars Thomassen, Keith Lincoln, Anthony Anconis, et al.

Book Overview

Illustrating how brand power is slowly and inexorably being replaced by retailer power, this book reveals how successful brands sell themselves in modern day's evolving marketplace. It also shows how... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0749446897
• ISBN13: 9780749446895
• Release Date: July 2006
• Publisher: Kogan Page
• Length: 221 Pages
• Weight: 1.30 lbs.
• Dimensions: 0.8" x 6.4" x 9.2"

Customer Reviews

Energetic analysis of how to go retail

Every great political movement, religion and scientific transformation begins with a revolution. "Retailization" may well be that revolution in worldwide marketing. Of course, from a historical perspective, it is simply a new wrinkle in the 100-year-old phenomenon of the consumer society - but a big one. Lars Thomassen, Keith Lincoln and Anthony Aconis advocate, "putting retail at the center of your business." Brand owners have been trying to do this for decades, but they have ranged from successful innovators to laggards who died or got swallowed by conglomerates or competitors. The authors have re-examined today's conditions in the light of the International Retailization Study 2005, "the largest global study every conducted" about selling branded merchandise, a two-year effort by media pollsters A.C. Neilsen and the BBDO Europe advertising agency. The authors alert any remaining brand-marketing optimists to the new level of competition and offer some concrete strategies. getAbstract recommends this clarion call about the retail revolt.

Timely

The authors are correct in stating that retailers are rulers of all marketing. They do not mention, however, the ultimate retailer/brand: Victoria's Secret.

A Wonderful Read

An insightful, well thought out and well crafted book on the impact of the big box retail revolution. A must read for brand managers. An easy read as well.

Surviving in the Attention Economy

A shopper marketing manifesto. A must read for marketers. The emergence of an attention economy has been accompanied by knowledgeable, discriminating shoppers and increasingly powerful retailers. In such an environment, Retailization represents a survival guide. It provides both an overview of current market forces and a step-by-step process for thriving in the evolving world of shopper marketing. It serves as a manual for helping brands put their best foot forward in the retail environment. After setting the stage with their analysis of the 4 "squeezes", Thomassen, Lincoln and Aconis provide a 7 step Retailization Process for reviving and revitalizing brands in today's environment. This process helps meet the needs of 3 constituencies--provide value for the shopper, help differentiate the retailer and sell the brand. Retailization helps understand and overcome the dilemmas facing marketers today, while providing numerous insights and approaches to overcoming such dilemmas. Definitely worth several reads!