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

By:

Barnett, Paul [Author]

Material type: Text

TextSeries: Publication details: 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):

LOC classification:

HF5415 .S567 2016

Online resources:

Click here to access this RESOURCE ONLINE | Login using your my.ciu username & password

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.

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

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	Non-fiction	HF5415 (Browse shelf(Opens below))	Link to resource	Available		11140302

Browsing G. Allen Fleece Library shelves, Collection: Non-fiction Close shelf browser (Hides shelf browser)

Previous								Next
Previous	HF5415 Make your nonprofit social : engage your audience with social media /	HF5415 Marketing plan templates for enhancing profits /Elizabeth Rush Kruger.	HF5415 Marketing strategy in play questioning to create difference /	HF5415 Shopper marketing : a how-to business story /	HF5415 Smart marketing : how to dramatically grow your revenue /	HF5415.123 Technical marketing communication : a guide to writing, design, and delivery /	HF5415.1255 Basics of branding : a practical guide for managers /	Next

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.

https://lib.ciu.edu/copyright-request-form

Mode of access: World Wide Web.

System requirements: Adobe Acrobat reader.

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

There are no comments on this title.

to post a comment.