Store Wars: The Battle for Mindspace and Shelfspace

Judith Corstjens, Marcel Corstjens

Published by Wiley, 1995
ISBN 10: 0471987654 / ISBN 13: 9780471987659
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Synopsis: 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

From the Publisher: Uses a provocative and non-technical format to convey a systematic analysis of the changed and changing environment for selling fast-moving consumer goods. Covers issues faced by managers from both sides of the industry--the manufacturing view and retailing perspective of strategic marketing. Features an abundance of innovative ideas and authentic examples based upon the authors' experience.

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Title: Store Wars: The Battle for Mindspace and ...
Publisher: Wiley
Publication Date: 1995
Book Condition: Good
Edition: rev.

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