The retail conversation - measuring communication techniques and resulting ROI

Because consumers don’t buy clothing the way they buy computers, brands need a category-specific understanding of how to best engage consumers via creative retail communication techniques.

The retail conversation: Measuring communication techniques and resulting ROI

Karen TillsonBrand Keys, Inc., United States

Robert PassikoffConsumer Insight & Market Intelligence, Liz Claiborne Inc., United States

INTRODUCTION

Media proliferation, new...

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