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Store Wars The Battle for Mindspace and Shelfspace

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ISBN-10: 0471950815

ISBN-13: 9780471950813

Edition: 1995

Authors: Judith Corstjens, Marcel Corstjens

List price: $97.50
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Description:

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…    
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Book details

List price: $97.50
Copyright year: 1995
Publisher: John Wiley & Sons, Incorporated
Publication date: 2/28/1995
Binding: Hardcover
Pages: 314
Size: 6.50" wide x 9.50" long x 1.25" tall
Weight: 1.430
Language: English

Reaching The Limits of Market Orientation
Evolution of Marketing Orientation
Creating Sustainable Advantage in Consumer Markets
Brand Proliferation
Dealing with Hypersegmentation
The Rising Retailer
Retail Evolution
Retailers and the Marketing Concept
Creating a Sustainable Retail Differential Advantage
Matrix Marketing
The Battle for Mindspace
The Battle for Shelfspace
Trade Marketing
The New Order and Its Challenges
Index