The Worldwide Battle for Mindspace and Shelfspace, Online and In-storeeBook - 2012
The sequel to the highly successful Store Wars: the battle formindspace and shelfspace published in 1995. The new editionwill retain all the strengths of the old book including acomprehensive and complex approach to the consumer & retailmarket and the interaction between FMCG retailers andmanufacturers. The book will be thoroughly revised and updated andwill consist of 4 main parts: A section on leading FMCG companies and brands (such as Coke,P&G, Unilever, Nestle, L'Oreal etc.), their marketing andbranding strategies in the western markets (USA, Western Europe:UK, France, Germany and others). A section on leading retailers (Wal-Mart, Tesco, Carrefouretc.), their developments and expansion over the last 10years. A section describing the interaction between retailers andmanufacturers, including competition for end-consumers, trademarketing. A section covering the Emerging Markets--the retaillandscape in the major developing economies, results of theexpansion of major FMCG brands and western retail chains,challenges related to distribution and FMCG marketing in thosecountries.
The book will also discuss the impact of the Global Crisis onthe consumer and retail markets as well as predictions andprospects for the future.
Publisher: Chichester : John Wiley & Sons, 2012
Branch Call Number: EBOOK 381 T3266 2012
Characteristics: 1 online resource (294 pages) : illustrations