Shopper marketing : a how-to business story / Paul Barnett.

By:

Barnett, Paul []

Material type: Text

TextSeries: Consumer behavior collectionPublisher: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, [(c)2016.]Edition: First editionDescription: 1 online resource (xiv, 261 pages) : illustrationsContent type:

text

Media type:

computer

Carrier type:

online resource

ISBN:

9781631573583

Subject(s):

Genre/Form:

[genre]

Additional physical formats: Print version:: No titleLOC classification:

HF5415

Online resources:

Click here to access online

Available additional physical forms:

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.

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Holdings
Item type	Current library	Collection	Call number	URL	Status	Date due	Barcode
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD)	G. Allen Fleece Library ONLINE		HF5415 (Browse shelf(Opens below))	Link to resource	Available		BEP11140302
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD)	G. Allen Fleece Library	Non-fiction	HF5415 (Browse shelf(Opens below))	Link to resource	Available		11140302

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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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Mode of access: World Wide Web.

System requirements: Adobe Acrobat reader.

Title from PDF title page (viewed on January 19, 2016).

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