Shopper marketing : : a how-to business story /

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:
Barnett, Paul.,
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.
Online Access:
Physical Description:1 online resource (xiv, 261 pages) :; illustrations.
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ctrlnum (MiAaPQ)5004334079
(Au-PeEL)EBL4334079
(CaPaEBR)ebr11140302
(CaONFJC)MIL887881
(OCoLC)935736407
collection bib_alma
record_format marc
spelling Barnett, Paul., author.
Shopper marketing : a how-to business story / Paul Barnett.
First edition.
New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2016.
1 online resource (xiv, 261 pages) : illustrations.
text rdacontent
computer rdamedia
online resource rdacarrier
Consumer behavior collection, 2163-937X
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.
Marketing.
Consumer behavior.
category management
digital marketing
FMCG
key account management
retail marketing
shopper insights
shopper marketing
Electronic books.
Print version: 9781631573576
ProQuest (Firm)
Consumer behavior collection. 2163-937X
https://ebookcentral.proquest.com/lib/oeawat/detail.action?docID=4334079 Click to View
language English
format eBook
author Barnett, Paul.,
spellingShingle Barnett, Paul.,
Shopper marketing : a how-to business story /
Consumer behavior collection,
author_facet Barnett, Paul.,
author_variant p b pb
author_role VerfasserIn
author_sort Barnett, Paul.,
title Shopper marketing : a how-to business story /
title_sub a how-to business story /
title_full Shopper marketing : a how-to business story / Paul Barnett.
title_fullStr Shopper marketing : a how-to business story / Paul Barnett.
title_full_unstemmed Shopper marketing : a how-to business story / Paul Barnett.
title_auth Shopper marketing : a how-to business story /
title_new Shopper marketing :
title_sort shopper marketing : a how-to business story /
series Consumer behavior collection,
series2 Consumer behavior collection,
publisher Business Expert Press,
publishDate 2016
physical 1 online resource (xiv, 261 pages) : illustrations.
edition First edition.
isbn 9781631573583
9781631573576
issn 2163-937X
callnumber-first H - Social Science
callnumber-subject HF - Commerce
callnumber-label HF5415
callnumber-sort HF 45415 B277 42016
genre Electronic books.
genre_facet Electronic books.
url https://ebookcentral.proquest.com/lib/oeawat/detail.action?docID=4334079
illustrated Illustrated
dewey-hundreds 600 - Technology
dewey-tens 650 - Management & public relations
dewey-ones 658 - General management
dewey-full 658.8
dewey-sort 3658.8
dewey-raw 658.8
dewey-search 658.8
oclc_num 935736407
work_keys_str_mv AT barnettpaul shoppermarketingahowtobusinessstory
status_str n
ids_txt_mv (MiAaPQ)5004334079
(Au-PeEL)EBL4334079
(CaPaEBR)ebr11140302
(CaONFJC)MIL887881
(OCoLC)935736407
hierarchy_parent_title Consumer behavior collection,
is_hierarchy_title Shopper marketing : a how-to business story /
container_title Consumer behavior collection,
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