株式会社極東書店トップ ＞ 商品一覧 ＞ The Retailer as a Brand : Understanding, Establishing and Managing Webshops, Physical Stores and Other Points of Purchase as Brands.
商品詳細
The Retailer as a Brand : Understanding, Establishing and Managing Webshops, Physical Stores and Other Points of Purchase as Brands.
・ISBN 978-3-658-47069-2 paper EUR 99.99
￥26,726.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
版元の原価改定、外国為替の変動等により異なる場合がございますので、予めご了承下さい。
| 著者・編者 | Redler, Jörn, |
|---|---|
| 出版社 | (Springer, GW) |
| 出版年月 | 2025.04 |
| ページ数 | 435 pp. |
| 言語 | ENG |
| ニュース番号 | ＜743-412＞ |
解説
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. Joern 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.