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Shopper Marketing A How-To Business Story

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ISBN-10: 1631573578

ISBN-13: 9781631573576

Edition: N/A

Authors: Paul Barnett

List price: $19.99
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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…    
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Book details

List price: $19.99
Publisher: Business Expert Press
Publication date: 1/30/2016
Binding: Paperback
Pages: 265
Weight: 1.078
Language: English