CONTRIBUTORS
Francesco Banfi, Paris
Reinhold Barchet, Düsseldorf
Dr. Thomas Bauer, Munich
Gabriele Bavagnoli, Milan
Rishi Bhandari, Chicago
Adam Bird, Munich
Jochen Böringer, Düsseldorf
Dr. Peter Breuer, Cologne
Dr. Benjamin Brudler, Hamburg
Jean-Baptiste Coumau, Paris
Linda Dauriz, Munich
David Edelman, Boston
Thierry Elmalem, London
Dr. Lars Fiedler, Hamburg
John Forsyth, Stamford
Dr. Tjark Freundt, Hamburg
Nicolò Galante, Paris
Jonathan Gordon, New York
Dr. Roland Harste, Hamburg
Holger Hürtgen, Düsseldorf
Ingeborg Molden Hegstad, Oslo
Tobias Karmann, Cologne
Dr. Lars Köster, Hamburg
Dr. Mathias Kullmann, Düsseldorf
Sascha B. Lehmann, Hamburg
Clarisse Magnin-Mallez, Paris
Tarek Mansour, Montreal
Marco Mazzù, Rome
Dr. Thomas Meyer, London
Jan Middelhoff, Düsseldorf
Dr. Boris Mittermüller, Cologne
Stefanie Möller, Cologne
Dr. Jesko Perrey, Düsseldorf
Andrew Pickersgill, Toronto
Alex Perez-Tenessa de Block, Chicago
Steffi Schreiner, Munich
Dr. Dennis Spillecke, Cologne
Dr. Yvonne Staack, Hamburg
Dr. Andris Umblijs, London
Dr. Kai Vollhardt, Frankfurt
Dr. Tobias Wachinger, Munich
Dr. Anja Weissgerber, Berlin
Stefano Zerbi, Milan
EXECUTIVE EDITOR
Dr. Cornelius Grupen, Hamburg
From the Back Cover
Did you know that…?
- …strong brands have consistently outperformed benchmarks like the MSCI World index in the past decade?
- …the profitability cycle of new retail formats has shortened from more than a decade to less than a year since the 1960s?
- …the share of private labels exceeds 50 percent in many categories and still sees double-digit growth in some saturated markets?
- …30 percent of all in-store signage is noticed by less than one percent of shoppers on average?
- …two thirds of all consumers globally use online product reviews to make purchase decisions?
- …leaflets are read by up to 90 percent of consumers, and that households receive up to 30 leaflets per week?
- …25 percent of shoppers are actively looking for promotions to be able to afford their favorite brands despite tight budgets?
If you want to find out how these and other facts can help you grow your business, this book is for you. To help retail executives take robust decisions in an environment of accelerating change, Retail Marketing and Branding provides a unique combination of strategic thinking and cutting-edge
analysis. The second edition has new chapters on format development and fact-based promotion management, as well as fully revised chapters on digital marketing.
About the Author
Dr. Jesko Perrey Director, Düsseldorf Jesko Perrey is the global leader of the CLM (Customer Lifecycle Management) service line and a core member of the leadership team of the EMEA Consumer Goods & Retail Practice at McKinsey. His focus is on brand management, marketing ROI, segmentation, and CLM across different industries. Jesko is the author of many articles and essays in leading journals and compendiums, particularly on marketing-related subjects such as branding, marketing ROI, segmentation, and CLM, and coauthor of the book Power Brands. He holds an MBA and a PhD from the University of Münster.
Dr. Dennis Spillecke Principal, Cologne Dennis Spillecke is a core member of the EMEA Consumer Goods & Retail Practice, as well as of the EMEA Marketing & Sales Practice at McKinsey. Dennis leads the global service line on marketing ROI and branding. In recent years, Dennis’ work has focused primarily on the areas of digital marketing, marketing ROI, and branding. Dennis holds a PhD from the Otto Beisheim School of Management (WHU) in Vallendar.
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