Overview

The book outlines a practical approach to shopper marketing in order to grow both revenue and brand equity. A story runs through the book in the first part of each chapter, so that it is easier to connect the theory and tools in the second part of each chapter, with a real-world scenario. The book follows the story of the Big Beverage Company, who receive a call from their biggest customer one afternoon asking for their help in getting the coffee category growing again. This sets the Big Beverage Company and their management team on a journey from being a brand-focused business, to one that understands how a broader emphasis on the category and its shoppers can lead to greater growth for themselves and their retail partners. The book contains over 300 industry and academic references as well as numerous examples from the author’s own experience.

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9781631573576

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Paul Barnett is presently selling beer in the Czech Republic; a country that has the honor of having the highest per capita consumption of beer in the world! Before that, he sold toothbrushes, baby powder, and skincare products for Johnson & Johnson across Asia. While further back still, it was coffee, chocolate bars, and pet food for Nestle. On that journey he has worked in 31 countries in both the developed and developing world, spending time in the commercial offices, but more importantly, also watching shoppers on the retail floor. He has reviewed well over $50 million USD worth of shopper research from around the globe, and worked in teams that have failed and succeeded in equal measure executing activities based on this research. After spending many years listening to expensive consultancies talk about shopper marketing, he decided to write the book he wished someone could have given him 25 years ago when his own career started.

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