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Shopper marketing : a how-to business story / / Paul Barnett



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Autore: Barnett Paul Visualizza persona
Titolo: Shopper marketing : a how-to business story / / Paul Barnett Visualizza cluster
Pubblicazione: New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2016
Edizione: First edition.
Descrizione fisica: 1 online resource (xiv, 261 pages) : illustrations
Disciplina: 658.8
Soggetto topico: Marketing
Consumer behavior
Soggetto genere / forma: Electronic books.
Soggetto non controllato: category management
digital marketing
FMCG
key account management
retail marketing
shopper insights
shopper marketing
Nota di bibliografia: Includes bibliographical references (pages 233-254) and index.
Sommario/riassunto: 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.
Titolo autorizzato: Shopper marketing  Visualizza cluster
ISBN: 1-63157-358-6
Formato: Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione: Inglese
Record Nr.: 9910460376503321
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Serie: Consumer behavior collection. . 2163-937X