| Shopper Marketing: A How-To Business Story Contributor(s): Barnett, Paul (Author) |
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ISBN: 1631573578 ISBN-13: 9781631573576 Publisher: Business Expert Press OUR PRICE: $19.79 Product Type: Paperback - Other Formats Published: January 2016 |
| Additional Information |
| BISAC Categories: - Business & Economics | Consumer Behavior - General |
| Physical Information: 0.59" H x 6" W x 9" (0.83 lbs) 265 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: The book follows the story of the Big Beverage Company, a large multinational company, whose main source of profit is coffee. Their growth has stalled though in the face of increased competition from private label brands, and consumption shifts to different channels. As their growth has slowed so too the total categories, and so one afternoon their biggest retail customer, Shopmart, calls to ask for their help in getting the 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. |