Store wars : the battle for mindspace and shelfspace

著者

• Corstjens, Judy
• Corstjens, Marcel

書誌事項

Store wars : the battle for mindspace and shelfspace

Judith Corstjens and Marcel Corstjens

J. Wiley, c1995

注記

Includes bibliographical references and index

内容説明・目次

内容説明

It is clear that major changes are taking place in the selling of Fast Moving Consumer Goods (FMCGs). This book studies the evolution of FMCG marketing in the face of the changes and challenges that are currently buffeting consumer goods companies. It contains original ideas and practical coverage of issues faced by managers from both sides of the industry in order to present both a manufacturing view and a retailing view of strategic marketing.

目次

• REACHING THE LIMITS OF MARKETING ORIENTATION: The Evolution of Marketing Orientation
• Creating Sustainable Advantages in Consumer Markets
• Brand Proliferation
• Dealing with Hypersegmentation
• THE RISING RETAILER: Retail Evolution
• Retailers and the Marketing Concept
• Creating a Sustainable Retail DA
• MATRIX MARKETING: The Battle for Mindspace
• The Battle for Shelfspace
• Trade Marketing
• The New Order and its Challenges.

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA24761446
• ISBN:
  • 0471950815
• LCCN: 94022413
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Chichester [England] ; New York
• ページ数/冊数: 303 p.
• 大きさ: 24 cm
• 分類:
  • LCC : HF5415.122
  • DC20 : 658.8
• 件名:
  • LCSH : Marketing
  • LCSH : Consumer goods -- Marketing