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Store Wars : The Battle for Mindspace and Shelfspace by Marcel Corstjens and Judith Corstjens (1995, Hardcover)

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Store Wars: The Battle for Mindspace and Shelfspace by Corstjens, Judith; Corstjens, Marcel May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less

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Product Information

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 between retailers and their suppliers. Store Wars sets out to equip the reader to thrive in this climate. "Advertising agencies are in a unique and sensitive position as mercenaries in the battle between manufacturers and retailers. They work for both sides. This book provides, with its concept of mindspace and shelfspace, a profound and contemporary insight into the anatomy of branding on both sides of the divide." Martin Boase, Chairman, Omicom UK plc "The battle for mindspace and shelfspace provides a practical framework within which FMCG managers will need to test, adjust or even fundamentally change their strategic address. It describes the new reality." Dominic Cadbury, Executive Chairman, Cadbury Schweppes plc "Marcel and Judy have brought to bear their intellectual prowess and institutional knowledge to provide an enlightening view of issues in modern retailing. A book full of thought-provoking ideas for academics and practitioners alike." Rajiv Lal, Professor of Marketing, Stanford University

Product Identifiers

Publisher
Wiley & Sons, Incorporated, John
ISBN-10
0471950815
ISBN-13
9780471950813
eBay Product ID (ePID)
570200

Product Key Features

Author
Judith Corstjens, Marcel Corstjens
Publication Name
Store Wars : the Battle for Mindspace and Shelfspace
Format
Hardcover
Language
English
Publication Year
1995
Type
Textbook
Number of Pages
314 Pages

Dimensions

Item Length
9.3in
Item Height
0.9in
Item Width
6.2in
Item Weight
22.4 Oz

Additional Product Features

Lc Classification Number
Hf5415.122.C67 1995
Table of Content
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.
Copyright Date
1995
Topic
Marketing / General, Consumer Behavior, Sales & Selling / General
Lccn
94-022413
Dewey Decimal
658.8
Intended Audience
Scholarly & Professional
Dewey Edition
20
Illustrated
Yes
Genre
Business & Economics

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Store Wars : The Battle for Mindspace and Shelfspace by Marcel Corstjens and Judith Corstjens (1995, Hardcover)

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Additional Product Features

All listings for this product

item 1 Store Wars: The Battle for Mindspace and Shelfspace

item 2 Store Wars: The Battle for Mindspace and Shelfspace By Judith C

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