Retailization illustrates how brand power is slowly and inexorably being replaced by retail power - whether we like it or not, retail is now central to all our business decisions. Unfortunately many brands lack the tools needed to prevent themselves 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, this book reveals how the world's most successful brands sell themselves to today's increasingly demanding shoppers and retailers. Corporations must undertake a radical reinvention of how they reach their customers to sell their products - business and marketing efforts must be centred around retail-based strategies to meet the needs of today's shoppers. Retailization shows you how to retailize your entire organization from top to bottom in order to help you regain brand power in a retailer world.