Actionable Marketing Insights from Retail Audit Analysis: A Practical Approach

4 avg rating
( 1 ratings by Goodreads )
 
9781469916446: Actionable Marketing Insights from Retail Audit Analysis: A Practical Approach
View all copies of this ISBN edition:
 
 

Today the need for a holistic approach to marketing information is greater than ever. Fortunately, parallel to this need the marketing professionals have rich data sources at hand. Besides the consumer information coming from usage and attitude studies, ad hoc researches, tracking studies, consumer panel research, etc., retail audit plays a very important role. It is easily the number one information source of manufacturer performance, pricing and distribution in the FMCG (Fast Moving Consumer Goods) world. Still, the methodology of retail audit analysis is not well-known and understood to the details, even among the marketers at the client side using the data on a daily basis. The purpose of this book is to give practical guidelines to retail audit analysis, mainly from the manufacturer point of view. It also intends to raise the attention of marketers on how useful this tool can be, with sufficient creativity to ask the right questions it can answer. The book is written in a practical, real-life business style. The concise messages are aided by easy-to-follow charts, visualizing the vast variety of potential findings retail data can provide. The book also aims to summarize the market logic and dynamics that can be explored via retail audit. This is why the author purposefully created charts well explaining - among many other (brand) marketing tactics and strategies -, the ex-pocket pricing tactics, the impact of psychological price points or how a concentrated brand portfolio looks like.

"synopsis" may belong to another edition of this title.

About the Author:

Laszlo Zsom graduated in 2002 at the Corvinus University in Budapest, Hungary, where he specialized in Marketing and Applied Statistics. He studied marketing modelling at Groningen University, Netherlands in 2001. In 2004 he was co-author of the first English-Hungarian & Hungarian-English Sales&Marketing dictionary, published in Hungary by the Wolters Kluwer group. Laszlo has more than 10 years of FMCG experience in the field of marketing research, brand management and marketing modelling. After graduation he worked at The Nielsen Company for a year, then continued his career at the client side at Nestlé. Since 2006 he is working at British American Tobacco Hungary, being responsible for the marketing analyses and marketing modelling, with special focus on retail audit.

"About this title" may belong to another edition of this title.

Top Search Results from the AbeBooks Marketplace

1.

Zsom, Laszlo
Published by Createspace Independent Publishing Platform (2012)
ISBN 10: 1469916444 ISBN 13: 9781469916446
New Quantity Available: > 20
Print on Demand
Seller:
Paperbackshop-US
(Wood Dale, IL, U.S.A.)
Rating
[?]

Book Description Createspace Independent Publishing Platform, 2012. PAP. Condition: New. New Book. Shipped from US within 10 to 14 business days. THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Seller Inventory # IQ-9781469916446

More information about this seller | Contact this seller

Buy New
US$ 24.02
Convert currency

Add to Basket

Shipping: US$ 3.99
Within U.S.A.
Destination, rates & speeds

2.

Zsom, Laszlo
Published by CreateSpace Independent Publis (2018)
ISBN 10: 1469916444 ISBN 13: 9781469916446
New Paperback Quantity Available: 20
Print on Demand
Seller:
Murray Media
(NORTH MIAMI BEACH, FL, U.S.A.)
Rating
[?]

Book Description CreateSpace Independent Publis, 2018. Paperback. Condition: New. Never used! This item is printed on demand. Seller Inventory # 1469916444

More information about this seller | Contact this seller

Buy New
US$ 28.03
Convert currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, rates & speeds

3.

Laszlo Zsom
Published by Createspace Independent Publishing Platform, United States (2012)
ISBN 10: 1469916444 ISBN 13: 9781469916446
New Paperback Quantity Available: 10
Seller:
Book Depository International
(London, United Kingdom)
Rating
[?]

Book Description Createspace Independent Publishing Platform, United States, 2012. Paperback. Condition: New. Language: English. Brand new Book. Today the need for a holistic approach to marketing information is greater than ever. Fortunately, parallel to this need the marketing professionals have rich data sources at hand. Besides the consumer information coming from usage and attitude studies, ad hoc researches, tracking studies, consumer panel research, etc., retail audit plays a very important role. It is easily the number one information source of manufacturer performance, pricing and distribution in the FMCG (Fast Moving Consumer Goods) world. Still, the methodology of retail audit analysis is not well-known and understood to the details, even among the marketers at the client side using the data on a daily basis. The purpose of this book is to give practical guidelines to retail audit analysis, mainly from the manufacturer point of view. It also intends to raise the attention of marketers on how useful this tool can be, with sufficient creativity to ask the right questions it can answer. The book is written in a practical, real-life business style. The concise messages are aided by easy-to-follow charts, visualizing the vast variety of potential findings retail data can provide. The book also aims to summarize the market logic and dynamics that can be explored via retail audit. This is why the author purposefully created charts well explaining - among many other (brand) marketing tactics and strategies -, the ex-pocket pricing tactics, the impact of psychological price points or how a concentrated brand portfolio looks like. Seller Inventory # APC9781469916446

More information about this seller | Contact this seller

Buy New
US$ 29.62
Convert currency

Add to Basket

Shipping: FREE
From United Kingdom to U.S.A.
Destination, rates & speeds

4.

Laszlo Zsom
Published by Createspace Independent Publishing Platform, United States (2012)
ISBN 10: 1469916444 ISBN 13: 9781469916446
New Paperback Quantity Available: 10
Seller:
The Book Depository
(London, United Kingdom)
Rating
[?]

Book Description Createspace Independent Publishing Platform, United States, 2012. Paperback. Condition: New. Language: English. Brand new Book. Today the need for a holistic approach to marketing information is greater than ever. Fortunately, parallel to this need the marketing professionals have rich data sources at hand. Besides the consumer information coming from usage and attitude studies, ad hoc researches, tracking studies, consumer panel research, etc., retail audit plays a very important role. It is easily the number one information source of manufacturer performance, pricing and distribution in the FMCG (Fast Moving Consumer Goods) world. Still, the methodology of retail audit analysis is not well-known and understood to the details, even among the marketers at the client side using the data on a daily basis. The purpose of this book is to give practical guidelines to retail audit analysis, mainly from the manufacturer point of view. It also intends to raise the attention of marketers on how useful this tool can be, with sufficient creativity to ask the right questions it can answer. The book is written in a practical, real-life business style. The concise messages are aided by easy-to-follow charts, visualizing the vast variety of potential findings retail data can provide. The book also aims to summarize the market logic and dynamics that can be explored via retail audit. This is why the author purposefully created charts well explaining - among many other (brand) marketing tactics and strategies -, the ex-pocket pricing tactics, the impact of psychological price points or how a concentrated brand portfolio looks like. Seller Inventory # APC9781469916446

More information about this seller | Contact this seller

Buy New
US$ 30.40
Convert currency

Add to Basket

Shipping: FREE
From United Kingdom to U.S.A.
Destination, rates & speeds

5.

Zsom, Laszlo
Published by Createspace Independent Publishing Platform (2012)
ISBN 10: 1469916444 ISBN 13: 9781469916446
New Quantity Available: > 20
Print on Demand
Seller:
Books2Anywhere
(Fairford, GLOS, United Kingdom)
Rating
[?]

Book Description Createspace Independent Publishing Platform, 2012. PAP. Condition: New. New Book. Delivered from our UK warehouse in 4 to 14 business days. THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Seller Inventory # IQ-9781469916446

More information about this seller | Contact this seller

Buy New
US$ 22.11
Convert currency

Add to Basket

Shipping: US$ 11.33
From United Kingdom to U.S.A.
Destination, rates & speeds

6.

Laszlo Zsom
Published by CreateSpace Independent Publishing Platform
ISBN 10: 1469916444 ISBN 13: 9781469916446
New Paperback Quantity Available: > 20
Print on Demand
Seller:
BuySomeBooks
(Las Vegas, NV, U.S.A.)
Rating
[?]

Book Description CreateSpace Independent Publishing Platform. Paperback. Condition: New. This item is printed on demand. 220 pages. Dimensions: 9.9in. x 8.0in. x 0.6in.Today the need for a holistic approach to marketing information is greater than ever. Fortunately, parallel to this need the marketing professionals have rich data sources at hand. Besides the consumer information coming from usage and attitude studies, ad hoc researches, tracking studies, consumer panel research, etc. , retail audit plays a very important role. It is easily the number one information source of manufacturer performance, pricing and distribution in the FMCG (Fast Moving Consumer Goods) world. Still, the methodology of retail audit analysis is not well-known and understood to the details, even among the marketers at the client side using the data on a daily basis. The purpose of this book is to give practical guidelines to retail audit analysis, mainly from the manufacturer point of view. It also intends to raise the attention of marketers on how useful this tool can be, with sufficient creativity to ask the right questions it can answer. The book is written in a practical, real-life business style. The concise messages are aided by easy-to-follow charts, visualizing the vast variety of potential findings retail data can provide. The book also aims to summarize the market logic and dynamics that can be explored via retail audit. This is why the author purposefully created charts well explaining - among many other (brand) marketing tactics and strategies -, the ex-pocket pricing tactics, the impact of psychological price points or how a concentrated brand portfolio looks like. This item ships from La Vergne,TN. Paperback. Seller Inventory # 9781469916446

More information about this seller | Contact this seller

Buy New
US$ 34.96
Convert currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, rates & speeds

7.

Laszlo Zsom
Published by CreateSpace Independent Publishing Platform (2012)
ISBN 10: 1469916444 ISBN 13: 9781469916446
New Paperback Quantity Available: 1
Seller:
Ergodebooks
(RICHMOND, TX, U.S.A.)
Rating
[?]

Book Description CreateSpace Independent Publishing Platform, 2012. Paperback. Condition: New. Seller Inventory # DADAX1469916444

More information about this seller | Contact this seller

Buy New
US$ 35.97
Convert currency

Add to Basket

Shipping: US$ 3.99
Within U.S.A.
Destination, rates & speeds

8.

Laszlo Zsom
Published by CreateSpace Independent Publishing Platform (2012)
ISBN 10: 1469916444 ISBN 13: 9781469916446
New Softcover Quantity Available: 1
Seller:
Irish Booksellers
(Portland, ME, U.S.A.)
Rating
[?]

Book Description CreateSpace Independent Publishing Platform, 2012. Condition: New. book. Seller Inventory # M1469916444

More information about this seller | Contact this seller

Buy New
US$ 42.91
Convert currency

Add to Basket

Shipping: US$ 3.27
Within U.S.A.
Destination, rates & speeds

9.

Laszlo Zsom
Published by CreateSpace Independent Publishing Platform (2012)
ISBN 10: 1469916444 ISBN 13: 9781469916446
New Paperback Quantity Available: 1
Seller:
Books Express
(Portsmouth, NH, U.S.A.)
Rating
[?]

Book Description CreateSpace Independent Publishing Platform, 2012. Paperback. Condition: New. Ships with Tracking Number! INTERNATIONAL WORLDWIDE Shipping available. Buy with confidence, excellent customer service!. Seller Inventory # 1469916444n

More information about this seller | Contact this seller

Buy New
US$ 113.74
Convert currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, rates & speeds