Retailization

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.