Grocery revolution : the new focus on the consumer
著者
書誌事項
Grocery revolution : the new focus on the consumer
Addison-Wesley, c1997
- : pbk
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注記
Includes bibliographical references (p. 219-239)
内容説明・目次
内容説明
A wonderful supplement to any marketing course, this paperback provides a starting point for anyone trying to develop a focus on the consumer by giving a "reader friendly" overview of what academic researchers have discovered about consumer grocery shopping behavior.
目次
I. REVOLUTION IN THE GROCERY INDUSTRY.
1. Ravages of Change.
2. The Broader Revolution.
3. Evolution of the Packaged Goods Industry.
4. Erosion of the Infrastructure Supporting Traditional Packaged Goods Marketing.
5. The Market Adjusts.
6. The Solution: Efficient Consumer Response.
7. The Shape of the Future.
II. CONSUMERS' GROCERY SHOPPING BEHAVIOR.
8. How Do Consumers Decide Where to Purchase Groceries?
9. How Do Consumers Decide What Categories to Buy?
10. How Do Consumers Decide Which Brands to Buy Within a Product Category?
11. How Do Consumers Respond to Retailers' Merchandising, Pricing, and Promotional Strategies?
「Nielsen BookData」 より
