Winning in Retail

Author: (French) Costeins / Guan Xinchao / Yao Yi
Publisher:
Publish Date: 2005-01-01
Features: This book describes the brand-new reality. The battle for between psychological space and shelf space provides a practical framework, where fast-moving consumer goods managers need to test, adjust, or even fundamentally change their strategic skills. Fast-moving consumer goods marketing has evolved into a battle between retailers and manufacturers for control over shelf space and psychological space. Partnerships are viewed as an Indian wrestling match between manufacturers and retailers: cooperation can only be achieved from a position of strength. Now, the marketing methods of fast-moving consumer goods manufacturers include understanding retailers and their operations, marketing strategies, strengths, and limitations. The main goal of modern marketing is to influence the balance of power between retailers and suppliers. "Winning at Retail" explains how managers can be honed, create and lead premium brands, and win at retail and the end point in an extremely fierce market environment.