Shopper marketing : a how-to business story / Paul Barnett.
Material type:
TextLanguage: English Series: Consumer behavior collectionPublisher: New York : Business Expert Press, 2016Description: xiv, 261 páginas : IlustracionesContent type: texto Media type: computadora Carrier type: recurso en líneaISBN: 9781631573576; 9781631573583Subject(s): Mercadeo | Comportamiento del consumidor | Preferencias de los consumidores | Mercadeo digitalDDC classification: 658.8 Abstract: 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.
| Item type | Current library | Collection | Call number | Copy number | Status | Notes | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|---|---|
Recurso electrónico
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Biblioteca CESA
Diagonal 34 A No. 5 A - 23 Casa Incolda PBX: 339 53 00 serviciosbiblioteca@cesa.edu.co |
Recursos de información electrónicos y digitales | EBR658.8 / B261 2016 (Browse shelf(Opens below)) | Ej. 1 | Available | Disponible Kindle No 0048,166, 167 | LE00133 |
Disponible Kindle.
Incluye bibliografía e índice.
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.
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