02607nam 2200589 450 991046037650332120200520144314.01-63157-358-6(CKB)3710000000570057(OCoLC)935736407(CaBNVSL)swl00406106(MiAaPQ)EBC4334079(Au-PeEL)EBL4334079(CaPaEBR)ebr11140302(CaONFJC)MIL887881(EXLCZ)99371000000057005720160119d2016 fy 0engurcnu||||||||rdacontentrdamediardacarrierShopper marketing a how-to business story /Paul BarnettFirst edition.New York, New York (222 East 46th Street, New York, NY 10017) :Business Expert Press,2016.1 online resource (xiv, 261 pages) illustrationsConsumer behavior collection,2163-937X1-63157-357-8 Includes bibliographical references (pages 233-254) and index.The book outlines a practical approach to shopper marketing in order to grow both revenue and brand equity. A story runs through the book in the first part of each chapter, so that it is easier to connect the theory and tools in the second part of each chapter, with a real-world scenario. The book follows the story of the Big Beverage Company, who receive a call from their biggest customer one afternoon asking for their help in getting the coffee category growing again. This sets the Big Beverage Company and their management team on a journey from being a brand-focused business, to one that understands how a broader emphasis on the category and its shoppers can lead to greater growth for themselves and their retail partners. The book contains over 300 industry and academic references as well as numerous examples from the author's own experience.Consumer behavior collection.2163-937XMarketingConsumer behaviorElectronic books.category managementdigital marketingFMCGkey account managementretail marketingshopper insightsshopper marketingMarketing.Consumer behavior.658.8Barnett Paul.970686MiAaPQMiAaPQMiAaPQBOOK9910460376503321Shopper marketing2206264UNINA