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- Startseite
Bücher Englische Bücher Wissen & Bildung Sozialwissenschaft, Recht, Wirtschaft Wirtschaft Werbung & Marketing The Retailer as a Brand
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Beschreibung
This book covers the principles and action areas of store brand management, which aims to establish retail locations as strong brands. The author explains key concepts, outlines central challenges, and addresses the specific approaches for both strategic and operational brand management in retail. The main focus is on communication at the point of purchase. The content is theoretically grounded… and includes many structuring aids, considering both brick-and-mortar and online retail. Perspectives from both business-to-customer (B2C) and business-to-business (B2B) trade are integrated. The clear presentation of complex relationships, with numerous illustrations, provides valuable insights for practical work in retail companies and facilitates students' access to the subject matter. In the second edition, the content has been updated to reflect new developments and research findings. Current examples have been added.
"Finally, a book that conceptually examines the store brand and shows why retail locations should be understood as brands, and how they can be built and managed. Redler presents the theoretical connections to established brand management concepts, but also discusses practical blueprints for the strategic and implementation challenges faced by store managers. He considers the connection between brick-and-mortar and virtual retail and addresses aspects of both B2C and B2B commerce." Dr. Saskia Diehl, Managing Director, GMK Brand Consulting, Cologne
The Author
Dr. Jörn Redler
is a Full Professor of Marketing at Mainz University of Applied Sciences, Germany, where he teaches branding, consumer psychology and communications to undergraduates and postgraduates. His research focuses on retail communication and paradigms in brand management. Dieses Produkt haben wir gerade leider nicht auf Lager.
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Technische Daten
Erscheinungsdatum
27.09.2025
Sprache
Englisch
EAN
9783658470692
Herausgeber
Springer Fachmedien Wiesbaden GmbH
Sonderedition
Nein
Autor
Jörn Redler
Seitenanzahl
435
Einbandart
Broschiert
Buch Untertitel
Understanding, Establishing and Managing Webshops, Physical Stores and Other Points of Purchase as Brands
Schlagwörter
Retail branding, Corporate Retail Branding, Trade marketing, International store brands, Brand management in retail, Shopper marketing, Store branding
Thema-Inhalt
KJS - Marketing und Vertrieb
KNP - Einzel- und Großhandel
Höhe
240 mm
Breite
16.8 cm
Hersteller: Springer Gabler, Europaplatz 3, Heidelberg, Deutschland, 69115, ProductSafety@springernature.com, Springer Nature Customer Service Center GmbH
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