The Shopper Marketing Revolution: Consumer - Shopper - Retailer: How Marketing Must Reinvent Itself in the Age of the Shopper - Softcover

Desforges, Toby; Anthony, Mike

Softcover

ISBN 10: 1939418275 ISBN 13: 9781939418272

Publisher: RTC Publishing, 2013

Synopsis

The consumer goods industry accounts for 20 percent of the world’s gross domestic product (GDP)—that’s over $14 trillion in turnover. And yet the industry isn’t growing! It lags behind global GDP growth, and the latest figures suggest that the world’s top 250 consumer goods manufacturers lost nearly $38 billion in profit in 2011 compared to the previous year. As growth declines, profit margins erode and leading players are caught in a perfect storm: hyper competition, the growth of mega-retailers, explosive increases in input costs, talent shortages, and the declining effectiveness of traditional marketing methods all suck profits from a once vibrant and progressive industry. Industry thought leaders see an urgent need for change.

In The Shopper Marketing Revolution, shopper marketing pioneers Mike Anthony and Toby Desforges analyze why the industry needs to change and provide managers in the field with the practical advice and proven techniques they’ll need to revolutionize their businesses. Mike and Toby introduce the five-step Total Marketing model, an approach that creates coherent links between the end consumer and the in-store environment. Total marketing represents a fundamental shift in the way marketing works. It will help businesses understand how to respond to the reality of the 21st century—transforming the way they market their brands and relate to retail customers.

About this title

Review

"For those on the fast-track of modern business (The Shopper Marketing Revolution) is a must-read." - Paco Underhill, Author of Why We Buy: The Science of Shopping

"Invaluable to the careers of very many of the marketing professionals in the industry." - Herb Sorensen, Author of Inside the Mind of the Shopper

"A 'must read' for all CPG manufacturers, retailers and the agencies that provide support for this rapidly coming of age business function." - Brian Harris, Chairman, The Partnering Group

Edition details

• Publisher: RTC Publishing
• Publication date: 2013
• Language: English
• ISBN 10: 1939418275
• ISBN 13: 9781939418272
• Binding: Paperback
• Number of pages: 340