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News Release from: Kogan Page | Subject: How to Succeed at Retail
Edited by the Marketingservicestalk Editorial
Team on 02 August 2007
Book identifies key factors for retail
success
How to Succeed at Retail by international business experts Keith Lincoln and Lars Thomassen features 25 case studies that demonstrate how some of today's leading brands sell themselves to shoppers.
How to Succeed at Retail, published by Kogan Page on 27 September, features 25 case studies demonstrating how today's leading brands sell themselves They are: Apple, ASSA ABLOY, Bose, Courvoisier, Dyson, easyJet, Gillette, Gooh!, Guinness, Hennes and Mauritz, Holland and Holland, Innocent, Karmaloop, Oliviers and Co, PandG, Peroni, Red Bull, REI, Senseo, Starbucks, Superquinn, Tchibo, Whole Foods Market, Yoyamart, Zara
This article was originally published on Marketingservicestalk on 9 Jul 2007 at 8.00am (UK)
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The book is essential reading for anyone in any company who wants to increase the sales of their branded products, whether they are CEO, brand manager or a salesperson.
Concise and authoritative, it identifies the key factors that can lead to retail success.
International business experts Keith Lincoln and Lars Thomassen have analysed hundreds of case studies and isolated 25 which show how these brands have managed to stay ahead of the competition in a very crowded arena.
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The book then moves on to provide an operational methodology based on the strategies of these successful brands that can be applied directly to any company.
A series of strategic tools and brainstorming techniques developed by the authors will enable readers to create inspiring retail ideas for their organisation that ensure they not only survive, but thrive.
Miguel Brendl, Associate Professor of Marketing, INSEAD, said: "The book is really about the opportunities that retail offers for building brands and communicating; getting a feel for how the retail environment is rapidly changing is a bit daunting...and this collection of carefully selected examples is just right".
Xavier Oliver, Chairman of BBDO Spain and Professor at the IESE Business School, described the book as "probably the most enlightening book I've read in recent years".
Keith Lincoln is one of the world's leading authorities on brands and global trends.
He has advised hundreds of leading multinational companies on branding, retailing and actioning global social trends.
He is a former strategy manager for General Foods Europe, board director of WCRS advertising in the UK, Senior Vice President of BBDO Worldwide, and Executive Vice President of Young and Rubicam Europe.
Currently he is an author, keynote speaker and business advisor to leading international companies.
He is also a visiting lecturer at INSEAD and London Business School.
Lars Thomassen started his career in advertising 30 years ago and he has been involved in communications ever since.
In 1979 he co-founded Henriksen and Sieling, later BBDO Denmark.
In 1998 Lars was made Vice President for BBDO Europe and became the Director of the Nordic, Central and Eastern regions of BBDO.
Along with his work as a board director of BBDO Worldwide, he has been involved with the development of many major global brands.
He has recently become CEO of Walls, a leading international property developer.
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