Redefining Retail: 10 Guiding Principles for a Post-Digital World

Philip Kotler · Giuseppe Stigliano

jan 2024. · Prodaje John Wiley & Sons

O ovoj e-knjizi

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.

O autoru

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.