RETAIL 4.0. 10 regole per l’Era digitale

Philip Kotler, Giuseppe Stigliano

ISBN: 978-83-208-2477-3

Pages: 208
Publication date: 2022
Place publication: Warszawa
Publication: I
Binding: paperback
Format: B5
Translation: Anna Bianchi

see description

The technological revolution of the last few decades has changed many of the assumptions on which the retail world was based. Customer expectations are developing at digital speed: customers want an increasingly engaging, personalized experience. Information is circulating at an amazing speed, the market has become more horizontal, inclusive and social, and the customer journey is less and less linear and predictable. Whoever was previously only the "recipient" of marketing and communication campaigns becomes their creator today. Many companies see this as a problem or even as a "retail apocalypse", but others see it as an extraordinary opportunity. The book aims to provide an interpretive framework for understanding the implications of digital transformation for retail and managing it effectively.

The theses and principles contained in Retail 4.0 are enriched with practical tips. The authors confront their point of view with the CEO's of international companies, such as Amazon, Autogrill, Boggi, Bridgestone, Brooks Brothers, Brunello Cucinelli, Campari Group, Carrefour, Coccinelle, Disneyland Paris, Eataly, Henkel, HSBC, KIKO Milano, La Martina , Levi Strauss & Co., Marks & Spencer, Moleskine, Mondadori Retail, Natuzzi, Safilo Group, SEA Aeroporti di Milano, Shiseido Group. The book also describes 11 Polish start-ups that will drive innovation in retail.

Przedmowa do wydania polskiego

Wstęp

ERA CYFROWA

Armagedon?
Ewolucja ścieżki zakupowej klienta w erze cyfrowej
Data is the new oil

10 ZASAD RETAIL 4.0

1. Bądź niewidzialny
2. Bądź płynny
3. Bądź destynacją
4. Bądź lojalny
5. Bądź osobisty
6. Bądź kuratorem
7. Bądź ludzki
8. Bądź bezgraniczny
9. Bądź wykładniczy
10. Bądź odważny

PUNKT WIDZENIA RYNKU

Amazon – Mariangela Marseglia
Autogrill – Gianmario Tondato
Boggi – Paolo Selva
Bridgestone – Stefano Parisi
Brooks Brothers – Luca Gastaldi
Brunello Cucinelli – Francesco Bottigliero
Campari Group – Bob Kunze-Concewitz
Carrefour – Grégoire Kaufman
Coccinelle – Andrea Baldo
Disneyland Paris – Juliette Bron
Eataly – Oscar Farinetti
Henkel – Rahmyn Kress
HSBC – Charlie Nunn
KIKO Milano – Cristina Scocchia
La Martina – Enrico Roselli
Levi Strauss & Co. – Lucia Marcuzzo
Marks & Spencer – Simon Friberg Andersen
Moleskine – Arrigo Berni
Mondadori Retail – Pierluigi Bernasconi
Natuzzi – Nazzario Pozzi
Safilo Group – Angelo Trocchia
SEA Aeroporti di Milano – Pietro Modiano
Shiseido Group – Alberto Noè

Wnioski

11 POLSKICH STARTUPÓW, KTÓRE BĘDĄ NAPĘDZAĆ INNOWACJE W HANDLU DETALICZNYM

Podziękowania

Philip Kotler

Honorary Professor of international marketing in J.L. Kellogg Graduate School of Management at the Northwestern University, Illinois, USA. Graduate of studies in economics in the University in Chicago, defended his doctoral dissertation in economics in the MIT (Massachusetts Institute of Technology) at Cambridge, USA. Author of books Marketing Management: Analysis, Planning, Implementation and Control, published by Prentice Hall, and several other much appreciated books. Author of over 100 articles published in leading scientific magazines. The only person to have received the Alpha Kappa Psi Award thrice, for the best article published during a given year in the “Journal of Marketing”.
Numerous other awards received by Ph. Kotler include Paul D. Converse Award given to him by AMA (American Marketing Association) for “an outstanding contribution to sciences on marketing”, and the title of Marketer of the Year given to him together with Stuart Henderson Britt Award.
In 1985 Ph. Kotler was the laureate of the annual award for extraordinary activity in education, given by AMA, and the first laureate of an award called after him, given for achievements in marketing of health service. Ph. Kotler was also the Director of AMA and a consultant for marketing strategy in many companies in the USA and in other countries.

Giuseppe Stigliano

Jest wykładowcą przedmiotu Retail Marketing Innovation na kilkudziesięciu włoskich uczelniach i w szkołach biznesu. CEO w największej grupie marketingowo-komunikacyjnej na świecie - WPP z siedzibą w Londynie. Jako CEO kieruje zespołem ponad 200 osób. Podczas swojej kariery założył wiele firm i prowadził działalność doradczą dla firm krajowych i międzynarodowych. Autor licznych artykułów naukowych, regularnie prowadzi szkolenia na temat innowacji w biznesie i transformacji cyfrowej. Współautor - z międzynarodowym guru marketingu Philipem Kotlerem - książki „Retail 4.0. 10 regole per l’Era digitale”, wydanej przez Mondadori.

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