Shopper marketing : a how-to business story / Paul Barnett.
By: Barnett, Paul [author.].
Material type:
BookSeries: Consumer behavior collection: Publisher: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2016Edition: First edition.Description: 1 online resource (xiv, 261 pages) : illustrations.Content type: text Media type: computer Carrier type: online resourceISBN: 9781631573583.Subject(s): Marketing | Consumer behavior | category management | digital marketing | FMCG | key account management | retail marketing | shopper insights | shopper marketingGenre/Form: Electronic books.DDC classification: 658.8 Online resources: Click to View Abstract: 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.
| Item type | Current location | Collection | Call number | URL | Copy number | Status | Date due | Item holds |
|---|---|---|---|---|---|---|---|---|
E-book
|
IUKL Library | Subscripti | https://ebookcentral.proquest.com/lib/kliuc-ebooks/detail.action?docID=4334079 | 1 | Available |
Includes bibliographical references (pages 233-254) and index.
Access restricted to authorized users and institutions.
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.
Title from PDF title page (viewed on January 19, 2016).
Electronic reproduction. Ann Arbor, MI : ProQuest, 2016. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
There are no comments for this item.