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The sequel to the highly successful Store Wars: the battle for mindspace and shelfspace published in 1995. The new edition will retain all the strengths of the old book including a comprehensive and complex approach to the consumer & retail market and the interaction between FMCG retailers and manufacturers.…mehr

Produktbeschreibung
The sequel to the highly successful Store Wars: the battle for mindspace and shelfspace published in 1995. The new edition will retain all the strengths of the old book including a comprehensive and complex approach to the consumer & retail market and the interaction between FMCG retailers and manufacturers.
  • Produktdetails
  • Verlag: PAPERBACKSHOP UK IMPORT
  • Revised
  • Seitenzahl: 314
  • Erscheinungstermin: 24. September 2012
  • Englisch
  • Abmessung: 236mm x 159mm x 30mm
  • Gewicht: 587g
  • ISBN-13: 9781118374061
  • ISBN-10: 1118374061
  • Artikelnr.: 36138083
Autorenporträt
Greg Thain has been Chairman / CEO of marketing, trademarketing, Internet, consultancy, PR and research companies, in theUK & emerging markets. Having over the last 20 years owned ormanaged businesses in Russia, India, China, Turkey, Hungary,Romania, Greece, Ukraine, Sweden and Kazakhstan, working for manyof the leading international FMCG and retail businesses. Currentlyadjunct professor of marketing & E-Commerce at theInternational Monaco University (IUM), and Chairman of theStorewars marketing business. He lives between Monaco &Moscow.

John Bradley held international marketing positions inCadbury for 24 years before becoming a consultant and writer. Hisfirst book, Cadbury's Purple Reign, was published in2008 and John is a regular commentator on the FMCG world in hisadopted home country of Canada and the USA. John is currentlyworking on his next book, again jointly with Greg, on theworld's leading consumer marketing companies; provisionallyentitled, The Mega-Consumer Companies, scheduled to bepublished April 2013.
Inhaltsangabe
Acknowledgements vii

Introduction ix

CHAPTER 1 Shifting of power in the value chain 1

CHAPTER 2 Differences between manufacturers and retailers 23

CHAPTER 3 The fragility of a marketing orientation 37

CHAPTER 4 Retailers and the marketing concept 53

CHAPTER 5 The battlefield for mindspace and shelfspace 69

CHAPTER 6 The battle for mindspace 83

CHAPTER 7 The battle for shelfspace 101

CHAPTER 8 Creating a sustainable retail differential

CHAPTER 9 Private label 139

CHAPTER 10 Trade marketing 165

CHAPTER 11 Internationalisation and emerging markets 193

CHAPTER 12 E-retailing 215

CHAPTER 13 The new order and its challenges 239

Appendix 1: Top private label manufacturers 265

Appendix 2: BRIC market snapshots 269

Index 277