- Fast–track route to mastering the sophisticated and highly competitive world of FMCG selling
- Covers the key issues of retailer dominance, retailer resistance to new product launches, consumer behavior, category management, buying structures, product development and regulation, and branding issues
- Case material from Proctor & Gamble, Coca–Cola and Pepsi, and Wal–Mart and Red Bull
- Includes a comprehensive resource guide, key concepts and thinkers, a 10–step action plan, and a section of FAQs
Introduction to FMCG Selling.
What is Meant by FMCG Selling?
The Evolution of FMCG Selling.
The Global Dimension.
The State of the Art.
In Practice – FMCG–Selling Success Stories.
Key Concepts and Thinkers.
Ten Steps to Making FMCG Selling Work.
Frequently Asked Questions.