Future of Brand Building conference report - The Wharton School of ...

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A Framework for Understanding the Relationship between Advertising and Retailing Barbara Kahn Patty and Jay H. Baker Professor; Professor of Marketing; Director, Baker Retailing Center, The Wharton School Search Consideration Purchase Usage Disposal Repurchase Sensory Sensory Rational Rational Emotional Emotional Behavioral Behavioral Social Social 16 Baker Retailing Center
Leveraging Technology in an Age of Empowered Consumers Sean Sondreal Vice President of Strategic Marketing, Kohl’s Corp. Whatkeepsyouupat night Yes–alloftheseofcourse.Andmanyofthemhaveforyears. But,morerecently,mysleepislost recently my lost toawaveofnewtechnologythat hasgeneratedmoreopportunities (andmissedopportunities). Wehavetoembracethisneweraofmarketing whilenotlosingfocusontheareasdrivingour corebusinesstoday. Print Circulars InStoreExperience Email TV CRM Radio Display Search Flash Sales NFC Pop-up Stores The Cloud Loyalty Retention, Event Strategy, Media Mix Tablet Optimized Web Experiences Geo-Fencing Virtual Stores Real time inventory Service Automation Mobile POS Wireless Connectivity In-Store Google Wallet Conference Report 17
Page 1 and 2: Conference Report Future of Brand B
Page 3 and 4: Contents A Framework for Understand
Page 5 and 6: A Framework for Understanding the R
Page 7 and 8: Connecting the Touch Points Joe Fec
Page 9 and 10: Bringing Marketing Academics and Pr
Page 11 and 12: Connecting the Touch Points to Appe
Page 13 and 14: Summary and Conclusions
Page 15 and 16: Appendix A Framework for Understand
Page 17: A Framework for Understanding the R
Page 21 and 22: Leveraging Technology in an Age of
Page 23 and 24: Understanding Consumers’ Decision
Page 25 and 26: Bringing Marketing Academics and Pr
Page 27 and 28: Connecting the Online and Offline S
Page 33 and 34: Notes Conference Report 31
Page 36: Jay H. Baker Retailing Center The W

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