Retailization: Brand Survival In The Age Of Retailer Power

Retailization illustrates how brand power is slowly and inexorably being replaced by retailer power - whether we like it or not, retail is now central to all business decision-making. Many brands lack the tools needed to prevent them becoming trapped between massive, global retailers and well-informed, demanding shoppers. In this new retail-centric world, marketing as we know it is being severely challenged, and there is an overwhelming need for fresh thinking and new tactics. Based on a 'Retailization' study conducted by A.C. Nielsen, part of VNU, a world leader in marketing information, media measurement and information and business media, Retailization reveals how the world's most successful brands sell themselves in today's evolving marketplace. Retailization shows how to transform the entire organization from top to bottom in order to help regain brand power in a retailer-dominated world.