Shopper Marketing by Paul Barnett

Shopper Marketing by Paul Barnett

The book follows the story of the Big Beverage Company, a large multinational company, whose main source of profit is coffee. Their growth has stalled though in the face of increased competition from private label brands, and consumption shifts to different channels. As their growth has slowed so too the total categories, and so one afternoon their biggest retail customer, Shopmart, calls to ask for their help in getting the category growing again. This sets the Big Beverage Company and their management team on a journey from being a brand-focused business, to one that understands how a broader emphasis on the category and its shoppers can lead to greater growth for themselves and their retail partners.

Paul Barnett is an industry professional who has held roles with SABMiller, Johnson & Johnson and Nestle across Europe and Asia. On that journey he has worked in 31 countries in both the developed and developing world, spending time in the commercial office but more importantly, observing shoppers on the retail floor.  He has reviewed well over $50 mil USD worth of shopper research from around the globe, and worked in teams that have failed and succeeded in equal measure executing activities based on this research.

SKU	Unavailable
ISBN 13	9781631573576
ISBN 10	1631573578
Title	Shopper Marketing
Author	Paul Barnett
Condition	Unavailable
Binding Type	Paperback
Publisher	Business Expert Press
Year published	2016-01-30
Number of pages	265
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.