Téléchargez le livre : The Retailer as a Brand

The Retailer as a Brand

Understanding, Establishing and Managing Webshops, Physical Stores and Other Points of Purchase as Brands de

Éditeur :

Springer


Paru le : 2025-09-26

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Description

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.
 
Pages
435 pages
Collection
n.c
Parution
2025-09-26
Marque
Springer
EAN papier
9783658470692
EAN PDF
9783658470708
Informations sur l'ebook
Nombre pages copiables
4
Nombre pages imprimables
43
Taille du fichier
17162 Ko
Prix
94,94 €
EAN EPUB
9783658470708
Informations sur l'ebook
Nombre pages copiables
4
Nombre pages imprimables
43
Taille du fichier
73533 Ko
Prix
94,94 €

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