Store Wars

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The marketing of fast-moving consumer goods (FMCG) has evolved into a competitive struggle for control over Mindspace and Shelfspace between manufacturers and retailers. This dynamic is likened to an Indian wrestling match, where cooperation is achieved only from a position of strength. Manufacturers must now deeply understand retailers, their strategies, strengths, and weaknesses, as modern marketing aims to shift the power balance in favor of suppliers. The text equips readers to navigate this challenging landscape effectively. Advertising agencies occupy a unique position, acting as intermediaries in this conflict, serving both manufacturers and retailers. The book's insights into mindspace and shelfspace offer a contemporary understanding of branding from both perspectives. It provides a practical framework for FMCG managers to reassess and potentially transform their strategic approaches in light of this new reality. The authors leverage their expertise to present enlightening perspectives on contemporary retail challenges, making the book a valuable resource filled with thought-provoking ideas for both academics and industry practitioners.