LEADER 02614nam  2200589   450 
001 9910816059203321
005 20230125183946.0
010   $a1-63157-358-6
035   $a(CKB)3710000000570057
035   $a(OCoLC)935736407
035   $a(CaBNVSL)swl00406106
035   $a(Au-PeEL)EBL4334079
035   $a(CaPaEBR)ebr11140302
035   $a(CaONFJC)MIL887881
035   $a(CaSebORM)9781631573583
035   $a(MiAaPQ)EBC4334079
035   $a(EXLCZ)993710000000570057
100   $a20160119d2016      fy             0
101 0 $aeng
135   $aurcnu||||||||
181   $2rdacontent
182   $2rdamedia
183   $2rdacarrier
200 10$aShopper marketing $ea how-to business story /$fPaul Barnett
205   $aFirst edition.
210  1$aNew York, New York (222 East 46th Street, New York, NY 10017) :$cBusiness Expert Press,$d2016.
215   $a1 online resource (xiv, 261 pages) $cillustrations
225 1 $aConsumer behavior collection,$x2163-937X
311   $a1-63157-357-8 
320   $aIncludes bibliographical references (pages 233-254) and index.
330 3 $aThe book outlines a practical approach to shopper marketing in order to grow both revenue and brand equity. A story runs through the book in the first part of each chapter, so that it is easier to connect the theory and tools in the second part of each chapter, with a real-world scenario. The book follows the story of the Big Beverage Company, who receive a call from their biggest customer one afternoon asking for their help in getting the coffee category growing again. This sets the Big Beverage Company and their management team on a journey from being a brand-focused business, to one that understands how a broader emphasis on the category and its shoppers can lead to greater growth for themselves and their retail partners. The book contains over 300 industry and academic references as well as numerous examples from the author's own experience.
410  0$aConsumer behavior collection.$x2163-937X
606   $aMarketing
606   $aConsumer behavior
610   $acategory management
610   $adigital marketing
610   $aFMCG
610   $akey account management
610   $aretail marketing
610   $ashopper insights
610   $ashopper marketing
615  0$aMarketing.
615  0$aConsumer behavior.
676   $a658.8
700   $aBarnett$b Paul.$01706152
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910816059203321
996   $aShopper marketing$94093361
997   $aUNINA