Store Wars: The Battle for Mindspace and Shelfspace - Couverture rigide

Corstjens, Marcel; Corstjens, Judy

Couverture rigide

ISBN 10 : 0471950815 ISBN 13 : 9780471950813

Editeur : John Wiley & Sons Ltd, 1994

Synopsis

It is clear that major changes are taking place in the selling of Fast Moving Consumer Goods (FMCGs). This book studies the evolution of FMCG marketing in the face of the changes and challenges that are currently buffeting consumer goods companies. It contains original ideas and practical coverage of issues faced by managers from both sides of the industry in order to present both a manufacturing view and a retailing view of strategic marketing.

A propos du livre

Présentation de l'éditeur

Store Wars The battle for mindspace and shelfspace Judith Corstjens, Arrow Consultancy, Bois–le–Rois, France and Marcel Corstjens, Professor of Marketing Insead, Fontainebleau, France Fast moving consumer goods (FMCG) marketing has become a struggle between manufacturers and retailers for control of Mindspace and Shelfspace. Partnership is seen as an Indian wrestling match between manufacturers and retailers: co–operation can only be gained from a position of strength. Marketing for FMCG manufacturers now involves understanding retailers, their business and marketing strategies, their strengths and their limitations. The major aim of modern marketing is to affect the balance of power between retailers and their suppliers. Store Wars sets out to equip the reader to thrive in this climate. "Advertising agencies are in a unique and sensitive position as mercenaries in the battle between manufacturers and retailers. They work for both sides. This book provides, with its concept of mindspace and shelfspace, a profound and contemporary insight into the anatomy of branding on both sides of the divide." Martin Boase, Chairman, Omicom UK plc "The battle for mindspace and shelfspace provides a practical framework within which FMCG managers will need to test, adjust or even fundamentally change their strategic address. It describes the new reality." Dominic Cadbury, Executive Chairman, Cadbury Schweppes plc "Marcel and Judy have brought to bear their intellectual prowess and institutional knowledge to provide an enlightening view of issues in modern retailing. A book full of thought–provoking ideas for academics and practitioners alike." Rajiv Lal, Professor of Marketing, Stanford University

Détails de l'édition

• Éditeur: John Wiley & Sons Ltd
• Date d'édition: 1994
• Langue: anglais
• ISBN 10: 0471950815
• ISBN 13: 9780471950813
• Reliure: Relié
• Nombre de pages: 302
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible