by JudithCorstjens (Author), Marcel Corstjens (Author)
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.
Format: Paperback
Pages: 314
Publisher: John Wiley & Sons
Published: 18 Nov 1994
ISBN 10: 0471950815
ISBN 13: 9780471950813