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• 40 min
  1. The scope and nature of retail marketing

  • Prof. Steve Burt
• 28 min
  2. Understanding the retail customer

  • Mr. Jonathan Banks
• 45 min
  3. Managing retail customer relationships

  • Prof. Merlin Stone
• 39 min
  4. The retailer as a brand

  • Mr. Clive Woodger
• 42 min
  5. Evaluating retail locations

  • Dr. David Rogers
• 18 min
  6. Retail advertising and promotion

  • Dr. Ian Phau
• 41 min
  7. Retailer-supplier relationships

  • Prof. John Fernie
• 36 min
  8. The Nordstrom way to customer service excellence

  • Mr. Robert Spector
• 44 min
  9. India: retail and consumer

  • Mr. Arvind Singhal
• 37 min
  10. Multichannel challenges for retail marketers

  • Dr. Jonathan Reynolds

Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. Agenda
3. Acknowledgements
4. Retail image
5. Image and information advertising
6. The customer/brand challenge
7. Basic premise of strong brand (1)
8. Basic premise of strong brand (2)
9. How to make a strong brand
10. Brand elements
11. Logos and symbols
12. Jingles
13. Packaging
14. Benefits of brand elements
15. Core brand values
16. Brand mantras
17. Designing a brand mantra
18. Traditional marketing for retailers
19. Price
20. Brand mindset
21. Role of advertising and promotion (1)
22. Role of advertising and promotion (2)
23. Designing "communications" programs
24. Consumer advertising and promotion
25. B to B advertising and promotion
26. Challenge
27. Personalized marketing
28. Experiential marketing
29. Scent marketing
30. Permission marketing
31. Secondary associations
32. Associating the brand's country of origin
33. Co-branding
34. Celebrity endorsement
35. Sponsorships and events (1)
36. Sponsorships and events (2)
37. Summary

Topics Covered

• The challenges in retail advertising and promotion
• Branding and its implications on customers
• The use of advertising and promotion in forming customer relationships
• Specific discussion on the design of marketing programs and the alternative marketing tools and strategies

Links

Series:

• Retail Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on February 25, 2009