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Shopper marketing : profiting from the place where suppliers, brand manufacturers, and retailers connect

Author: Daniel J Flint; Chris Hoyt; Nancy Swift
Publisher: Upper Saddle River, N.J. : Pearson Education, ©2014.
Edition/Format:   eBook : Document : EnglishView all editions and formats
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Genre/Form: Electronic books
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Daniel J Flint; Chris Hoyt; Nancy Swift
ISBN: 9780133481464 0133481468
OCLC Number: 880640782
Description: 1 online resource (1 volume) : illustrations
Contents: Introduction What Is This Book All About? xvii Chapter 1 Shopper Marketing Overview 1Chapter 2 Who Is the Shopper Anyway? 19Chapter 3 How Retailers Work 45Chapter 4 How Consumer Goods Manufacturers Work 67Chapter 5 Opportunity Identification 91Chapter 6 Strategic Planning 119Chapter 7 Execution 147Chapter 8 Measurement 167 Part II The Scholar's View 175 Chapter 9 What Do Academics Actually Do and How Do They Think? 177 Chapter 10 Exemplars of Shopper Marketing Relevant Academic Research 207 Chapter 11 Connecting Supply Chain Management to Shopper Marketing 237 Chapter 12 Conclusion 245
Responsibility: Daniel J. Flint, Chris Hoyt, Nancy Swift.

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