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Торговые войны. Битва за успех на прилавках и онлайн

226339

Тейн Г., Брэдли Д.

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Quotation
Consumers' love of brands has wiped out the retailer's previous advantage of direct contact with its customer.
Greg Thain, John Bradley

What Trade Wars is about : The battle for in-store and online success"
About the key changes in retail since the mid-1990s. The reissue of the book is designed to help you understand new trends in the industry, including at the operational level, as well as understand the strategic reasons for such changes.

Why Trade Wars is worth reading
Over 100 examples and descriptions of real situations from dozens of markets.
Differences between manufacturers and retailers in light of the new era of retail.
Price competition as a winning strategy in dynamically developing markets.
The advantages of retailers' strategic positioning: differences from manufacturers.
Struggle for shelf space - is it justified? A systematic approach based on comparing the cost of changing a brand with the cost of changing a store by a customer.
Trade marketing VS brand marketing? Or is it the same thing?
E-commerce: smartly connecting to the process of the latest technologies and devices.
Who is this book for? students in understanding how the FMCG industry and consumer industries in general are developing.

Who is the author
Greg Thain is the founder and president of the marketing holding IMS Group. Greg Thain moved from England to Russia more than ten years ago and built his new business and new life here.
John Bradley worked in international marketing for Cadbury for 24 years, and in 2003 he retrained as a consultant and began writing books. His first book was published in 2008 and was a great success in the US and Canada. John is currently working with Greg on the next book on the world's leading consumer marketing companies.

Key Concepts
Sales; retail; sales management; trade marketing; electronic commerce; trade
More: https://www.labirint.ru/books/408264/

Data sheet

ISBN 978-5-9614-4324-0
Publisher Альпина Паблишер
Format 70x100/16
Publication date 2013
Library Circulation 2000
Number of Pages 320
Bookbinding мягкий

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