Store Wars: The Battle for Mindspace and Shelfspace

It is clear that major changes are taking place in the selling of Fast Moving Consumer Goods (FMCGs). This book studies the evolution of FMCG marketing in the face of the changes and challenges that are currently buffeting consumer goods companies. It contains original ideas and practical coverage of issues faced by managers from both sides of the industry in order to present both a manufacturing view and a retailing view of strategic marketing.