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Store Wars

Engels | Hardcover | 9780471950813 | 314 pagina's

Judith Corstjens - 9780471950813

 

Engels | Hardcover | 9780471950813 | 314 pagina's

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

 

 Levertijd:   Uiterlijk 24 september in huis

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Store Wars Engels | Hardcover | 9780471950813 | 314 pagina's
TaalEngels
BindwijzeHardcover
Verschijningsdatum1994-11-01
Aantal pagina's314 pagina's
AuteurJudith Corstjens
UitgeverJohn Wiley & Sons
Gewicht634 g
Oorspronkelijke releasedatum1995-03-01
Verpakking breedte157 mm
Verpakking hoogte24 mm
Verpakking lengte235 mm



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