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.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
