Second Edition: Following initial book that served as a starter with fundamental knowledge and selected cases on Retail branding and Marketing ROI, the second will include the following updates:* Many more and updated case examples * Updated figures and examples throughout * Topic updates in the fast moving retail landscape, esp. in the Digital chapters, authors claim to have learned much more over the last months (e.g. social media excellence, digital marketing ROI, digital marketing organization) and developed lots of proprietary knowledge, approaches, tools (e.g. media mix modeling) so that they can bring a new understanding to the whole topic * New interviewers with recent experiences * Additional chapters that we realized are relevant to comprehend the whole context: - Promotional effectiveness - Store format selection We are discussing the opportunity for Instructors Material/Companion site for the book further to feedback we have received.
