Store Wars : the Battle for Mindspace and Dhelfspace /
Corstjens, Judith
Store Wars : the Battle for Mindspace and Dhelfspace / Judith Corstjens and Marcel Corstjens. - Chichester [etc.] : John Wiley & Sons, 1995. - IX, 303 páginas ; 24 cm
Bibliografía. Índice
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.
0471950815
Comercio al por menor
Merchandising
658.87
Store Wars : the Battle for Mindspace and Dhelfspace / Judith Corstjens and Marcel Corstjens. - Chichester [etc.] : John Wiley & Sons, 1995. - IX, 303 páginas ; 24 cm
Bibliografía. Índice
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.
0471950815
Comercio al por menor
Merchandising
658.87
