[GET] The Shopper Marketing Revolution: Consumer, Shopper, Retailer: How Marketing Must Reinvent Itself

[NonConformer]

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



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.

"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

"Excellent book for all who work in marketing, trade marketing and
retail. Clear guidelines on how the shoppers are moving and ideas on wht
to do about it."

"When I first picked up this book, I had a very vague idea of what
shopper marketing was all about. The book takes me through the journey
of how marketing for consumer goods has evolved and how difficult it is
to survive in today's world! Change is needed. The book then provides a
framework of how consumer goods companies can find growth drivers
through the Five-Step-Process. The shopper marketing element is
incorporated into the model. I find the book to be very informative
with industry data and fun to read with real case studies/projects the
authors used to work on.

Essential reading for everyone working in the consumer goods industry."

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[savaloi]

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[merlin101]

Sounds interesting...Thanks for the share! One more mirror here

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[onefineday]

Thanks for sharing. Rep given.