书目

Store Wars: The Worldwide Battle for Mindspace and Shelfspace, Online and In-store

内容简介

ThesequeltothehighlysuccessfulStoreWars:thebattleformindspaceandshelfspacepublishedin1995.Theneweditionwillretainallthestrengthsoftheoldbookincludingacomprehensiveandcomplexapproachtotheconsumer&retailmarketandtheinteractionbetweenFMCGretailersandmanufacturers.Thebookwillbethoroughlyrevisedandupdatedandwillconsistof4mainparts:AsectiononleadingFMCGcompaniesandbrands(suchasCoke,P&G,Unilever,Nestle,L'Orealetc.),theirmarketingandbrandingstrategiesinthewesternmarkets(USA,WesternEurope:UK,France,Germanyandothers).Asectiononleadingretailers(Wal-Mart,Tesco,Carrefouretc.),theirdevelopmentsandexpansionoverthelast10years.Asectiondescribingtheinteractionbetweenretailersandmanufacturers,includingcompetitionforend-consumers,trademarketing.AsectioncoveringtheEmergingMarkets-theretaillandscapeinthemajordevelopingeconomies,resultsoftheexpansionofmajorFMCGbrandsandwesternretailchains,challengesrelatedtodistributionandFMCGmarketinginthosecountries.ThebookwillalsodiscusstheimpactoftheGlobalCrisisontheconsumerandretailmarketsaswellaspredictionsandprospectsforthefuture.

作者简介

GregThainhasbeenChairman/CEOofmarketing,trademarketing,Internet,consultancy,PRandresearchcompanies,intheUK&emergingmarkets.Havingoverthelast20yearsownedormanagedbusinessesinRussia,India,China,Turkey,Hungary,Romania,Greece,Ukraine,SwedenandKazakhstan,workingformanyoftheleadinginternationalFMCGandretailbusinesses.Currentlyadjunctprofessorofmarketing&E-CommerceattheInternationalMonacoUniversity(IUM),andChairmanoftheStorewarsmarketingbusiness.HelivesbetweenMonaco&Moscow.JohnBradleyheldinternationalmarketingpositionsinCadburyfor24yearsbeforebecomingaconsultantandwriter.Hisfirstbook,Cadbury’sPurpleReign,waspublishedin2008andJohnisaregularcommentatorontheFMCGworldinhisadoptedhomecountryofCanadaandtheUSA.Johniscurrentlyworkingonhisnextbook,againjointlywithGreg,ontheworld’sleadingconsumermarketingcompanies;provisionallyentitled,TheMega-ConsumerCompanies,scheduledtobepublishedApril2013.

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