Shopper marketing : : a how-to business story / / Paul Barnett.
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 f...
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| Superior document: | Consumer behavior collection, |
|---|---|
| VerfasserIn: | |
| Place / Publishing House: | New York, New York (222 East 46th Street, New York, NY 10017) : : Business Expert Press,, 2016. |
| Year of Publication: | 2016 |
| Edition: | First edition. |
| Language: | English |
| Series: | Consumer behavior collection.
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| Online Access: | |
| Physical Description: | 1 online resource (xiv, 261 pages) :; illustrations. |
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| 020 | |z 9781631573576 |q paperback | ||
| 020 | |a 9781631573583 |q (electronic bk.) | ||
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| 050 | 4 | |a HF5415 |b .B277 2016 | |
| 082 | 0 | |a 658.8 |2 23 | |
| 100 | 1 | |a Barnett, Paul., |e author. | |
| 245 | 1 | 0 | |a Shopper marketing : |b a how-to business story / |c Paul Barnett. |
| 250 | |a First edition. | ||
| 264 | 1 | |a New York, New York (222 East 46th Street, New York, NY 10017) : |b Business Expert Press, |c 2016. | |
| 300 | |a 1 online resource (xiv, 261 pages) : |b illustrations. | ||
| 336 | |a text |2 rdacontent | ||
| 337 | |a computer |2 rdamedia | ||
| 338 | |a online resource |2 rdacarrier | ||
| 490 | 1 | |a Consumer behavior collection, |x 2163-937X | |
| 504 | |a Includes bibliographical references (pages 233-254) and index. | ||
| 506 | 1 | |a Access restricted to authorized users and institutions. | |
| 520 | 3 | |a 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. | |
| 588 | |a Title from PDF title page (viewed on January 19, 2016). | ||
| 590 | |a Electronic reproduction. Ann Arbor, MI : ProQuest, 2016. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. | ||
| 650 | 0 | |a Marketing. | |
| 650 | 0 | |a Consumer behavior. | |
| 653 | |a category management | ||
| 653 | |a digital marketing | ||
| 653 | |a FMCG | ||
| 653 | |a key account management | ||
| 653 | |a retail marketing | ||
| 653 | |a shopper insights | ||
| 653 | |a shopper marketing | ||
| 655 | 4 | |a Electronic books. | |
| 776 | 0 | 8 | |i Print version: |z 9781631573576 |
| 797 | 2 | |a ProQuest (Firm) | |
| 830 | 0 | |a Consumer behavior collection. |x 2163-937X | |
| 856 | 4 | 0 | |u https://ebookcentral.proquest.com/lib/oeawat/detail.action?docID=4334079 |z Click to View |