Redefining Retail (eBook)

10 Guiding Principles for a Post-Digital World

Philip Kotler, Giuseppe Stigliano (Autoren)

eBook Download: PDF

2024
John Wiley & Sons (Verlag)
978-1-394-20472-4 (ISBN)

Infos

Discover the new realities of working in the post-digital era of consumer brand and retail marketing.

In Redefining Retail: 10 Guiding Principles for a Post-Digital World, renowned international marketers Prof. Philip Kotler and Dr. Giuseppe Stigliano deliver a timely and insightful examination of retail and consumer brand marketing. In the book, you'll find practical and concrete techniques for redefining your organisation's internal operations and processes, as well as its business strategy. You'll rethink the entire value chain as you consider the growing importance of sustainability, diversity and inclusion, working policies, and more.

The authors describe ten critical principles that should guide the actions of your company, whether you work with a startup, an SME, or a large, established organization. They also discuss:

* The main challenges retailers face in a world that's been fundamentally transformed by the digital revolution.

* How to future-proof your marketing strategy, including 10 guiding principles for a new customer experience at retailers and consumer brands.

* The opportunities and threats of creating a seamless customer journey in the physical, digital, and virtual realms.

Perfect for managers, entrepreneurs, consultants, and investors in both the B2B and B2C sectors, Redefining Retail: 10 Guiding Principles for a Post-Digital World will also prove invaluable to students of management, marketing and business administration, as well as anyone with an interest in the evolution of commerce.

Autor

PHILIP KOTLER, PHD, is Professor Emeritus of Marketing at the Kellogg School of Management where he held the S.C. Johnson & Son Professorship of International Marketing. The Wall Street Journal ranks him as one of the top six most influential business thinkers. GIUSEPPE STIGLIANO, PHD, is an entrepreneur and a manager with 20 years of international experience in marketing and communication services. He serves as Global CEO at Spring Studios and is an Adjunct Professor of Marketing at prestigious universities and business schools.

Inhalt

Introduction: Change Is the Only Constant xv

Retail: A Different Perspective xvii

Post- Digital: When Hype Meets Reality xxi

How We Got to Retail 5.0 xxviii

The Journey to Come xxxiv

Part I the Post- Digital Era 1

1 Running Backwards 3

Speed of Change 8

Reflection Summary Questions 10

2 Purpose, People, Planet--Therefore Profit 11

The Economic Imperative 14

Reflection Summary Questions 18

3 The Direct- to- Consumer (D2C) Revolution: A Double- Edged Sword 21

An Opportunity for Incumbent Brands 27

The Benefits of the Hybrid Model 32

In Summary 34

Reflection Summary Questions 36

4 Experiential Benchmarks 37

The Ever- Higher Bar of Expectations 41

Un(Fair) Competition 42

A New Market Modus Operandi? 45

Reflection Summary Questions 47

5 Making People Want Things Isn't Enough 49

Making Sense of Data 54

The Privacy-Trust Equation 56

Reflection Summary Questions 58

6 Omnichannel Is Dead. Long Live Optichannel. 61

From Multichannel to Omnichannel 65

From Omnichannel to Optichannel 72

Reflection Summary Questions 74

7 The Post- Digital Customer Journey 75

A Hybrid Journey 80

It's All Real 83

Reflection Summary Questions 87

8 High Tech + High Touch 89

Behind the Scenes 95

Reflection Summary Questions 100

9 Shopping Malls Apocalypse? 101

Regional Differences 104

Mixed- Use Developments 107

Reflection Summary Questions 109

10 The Perfect Storm 111

Where Do We Go from Here? 116

Part II THE 10 BEs OF POST- DIGITAL RETAIL 119

11 Be Humbitious 125

Different Leaders for Different Corporate Cultures 130

Reflection Summary Questions 135

12 Be Purposeful 137

The Benefits of Being Purposeful 142

A Difficult Harmony 145

Toward a Common Standard 147

The Business Correlation 150

Public/Private Collaboration Required 156

Reflection Summary Questions 158

13 Be Ambidextrous 161

Overcoming the Obstacles 170

Reflection Summary Questions 174

14 Be Onlife 175

Facing the Most Common Threats 179

Embracing an Onlife Optichannel Strategy 187

Reflection Summary Questions 192

15 Be Personal 195

The Benefits 201

The Flip Side 204

Reflection Summary Questions 208

16 Be Human 211

Unity Is Strength 217

Reflection Summary Questions 224

17 Be a Destination 225

Redefining Brick- and- Mortar Stores 231

Common Traits 237

Reflection Summary Questions 240

18 Be Exponential 241

Different Types of Business Ecosystems 245

Unity Is Strength 253

Make, Buy, or Ally 257

Reflection Summary Questions 261

19 Be Invisible 263

Five Significant Benefits of Invisible Technologies 269

Or: Not So Fast 275

Reflection Summary Questions 277

20 Be Loyal 279

Stakeholders' Loyalty 284

Decoding Customer Loyalty and Churn 287

Loyalty, Habit, and Communities 293

Reflection Summary Questions 298

Conclusion: Embracing the Post- Digital Retail 5.0 Journey 299

Notes 305

Acknowledgments 341

Index 345

Produkt-Details

• Erscheint lt. Verlag: 22.1.2024
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Business & Management • consumer brand marketing • consumer marketing strategy • Cultural Studies • Digital Culture & the Information Age • Digitale Kultur im Informationszeitalter • Digital Marketing • Einzelhandel • Kotler marketing • Kulturwissenschaften • Marketing principles • Marketing strategy • modern marketing • Post-Digital • post-digital marketing • Retailing • Retail Marketing • retail marketing strategy • Wirtschaft u. Management
• ISBN-10: 1-394-20472-8 / 1394204728
• ISBN-13: 978-1-394-20472-4 / 9781394204724