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Trade Wars: The Battle for Success on Store Floors and Online

29.99 €
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Trade Wars: The Battle for Success on Store Floors and Online
29.99 €
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The FMCG industry has changed dramatically in recent years. The "iconic" manufacturing companies lost their independence and were absorbed by larger players, while the emergence of modern retailers marked another change. In addition, many of the tools that manufacturers and retailers used in the 1990s have become obsolete. In this edition, the authors provide a strategic overview of the evolution of the FMCG industry and show how the balance of power has changed; examine the differences between manufacturers and retailers; and explain why and how manufacturers and retailers use a particular strategy. The book also addresses the internationalization of the FMCG industry, focusing on the emerging markets of China, Russia, Brazil, and India, virtual markets on the Internet, the rapid growth of e-commerce, and the emergence of food e-commerce portals. Finally, the authors provide a forecast for the future, making a number of assumptions about how the FMCG industry will develop in the next 5-10 years.
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