Welcome to the age of the retailer. With annual revenues of $60 billion, Procter & Gamble is the largest brand manufacturer in the world, yet its proceeds are dwarfed by Wal-Mart's $285 billion in annual revenue. Brands no longer control the market--they are at the mercy of retailers. "Retailization" is a call for brand managers to radically reinvent how they reach their customers. It provides brand managers revitalizing techniques that will redefine the way they think about and use marketing. Now in its third printing, "Retailization" has been translated into Japanese, Danish, Russian, and Chinese.