Items related to Actionable Marketing Insights from Retail Audit Analysis:...
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.
- PublisherCreateSpace Independent Publishing Platform
- Publication date2012
- ISBN 10 1469916444
- ISBN 13 9781469916446
- BindingPaperback
- Number of pages220
(No Available Copies)
Search Books: Create a WantIf you know the book but cannot find it on AbeBooks, we can automatically search for it on your behalf as new inventory is added. If it is added to AbeBooks by one of our member booksellers, we will notify you!
Create a Want