ISBN: 9780471987659

Store Wars The battle for mindspace and shelfspace Judith Corstjens, Arrow Consultancy, Bois-le-Rois, France and Marcel Corstjens, Professor of Marketing Insead, Fontainebleau, France Fas… Meer...

Store Wars The battle for mindspace and shelfspace Judith Corstjens, Arrow Consultancy, Bois-le-Rois, France and Marcel Corstjens, Professor of Marketing Insead, Fontainebleau, France Fast moving consumer goods (FMCG) marketing has become a struggle between manufacturers and retailers for control of Mindspace and Shelfspace. Partnership is seen as an Indian wrestling match between manufacturers and retailers: co-operation can only be gained from a position of strength. Marketing for FMCG manufacturers now involves understanding retailers, their business and marketing strategies, their strengths and their limitations. The major aim of modern marketing is to affect the balance of power between retailers and their suppliers. Store Wars sets out to equip the reader to thrive in this climate. "Advertising agencies are in a unique and sensitive position as mercenaries in the battle between manufacturers and retailers. They work for both sides. This book provides, with its concept of mindspace and shelfspace, a profound and contemporary insight into the anatomy of branding on both sides of the divide." Martin Boase, Chairman, Omicom UK plc "The battle for mindspace and shelfspace provides a practical framework within which FMCG managers will need to test, adjust or even fundamentally change their strategic address. It describes the new reality." Dominic Cadbury, Executive Chairman, Cadbury Schweppes plc "Marcel and Judy have brought to bear their intellectual prowess and institutional knowledge to provide an enlightening view of issues in modern retailing. A book full of thought-provoking ideas for academics and practitioners alike." Rajiv Lal, Professor of Marketing, Stanford University Media > Book, [PU: Wiley]<

1999, ISBN: 9780471987659

U.S.A.: Wiley. Soft Cover. 0471987654 Very good condition. Store Wars: The Battle for Mindspace and Shelfspace by Judith Corstjens (Author), Marcel Corstjens (Author) Product details Pap… Meer...

U.S.A.: Wiley. Soft Cover. 0471987654 Very good condition. Store Wars: The Battle for Mindspace and Shelfspace by Judith Corstjens (Author), Marcel Corstjens (Author) Product details Paperback: 314 pages Publisher: Wiley (July 16, 1999) Language: English ISBN-10: 0471987654 ISBN-13: Product Dimensions: 6 x 0.7 x 9.1 inches . Very Good. 1999., Wiley, 1999<

ISBN: 9780471987659

Wiley. Paperback. GOOD. Spine creases, wear to binding and pages from reading. May contain limited notes, underlining or highlighting that does affect the text. Possible ex library copy… Meer...

Wiley. Paperback. GOOD. Spine creases, wear to binding and pages from reading. May contain limited notes, underlining or highlighting that does affect the text. Possible ex library copy, thatll have the markings and stickers associated from the library. Accessories such as CD, codes, toys, may not be included., Wiley<

1999, ISBN: 9780471987659

John Wiley & Sons, 1999. This book has soft covers. Ex-library, In fair condition, suitable as a study copy. Please note the Image in this listing is a stock photo and may not ma… Meer...

John Wiley & Sons, 1999. This book has soft covers. Ex-library, In fair condition, suitable as a study copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,550grams, ISBN:9780471987659, John Wiley & Sons, 1999<

1999, ISBN: 9780471987659

Softcover book. 314 pages. Published by John Wiley & Sons (1999) Media > Book, [PU: Wiley]