February 2012
Beginner
296 pages
7h 27m
English
Content preview from Shopper Marketing, 2nd Edition
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Nestlé Rossiya, Russia
LUBOV KELBAKH
Lubov Kelbakh has been corporate category manager in Nestlé Rossiya since 2006, responsible for category management projects with retail chains in main Nestlé categories (grocery and confectionery). Nestlé is the largest food and beverages company in the world and the Russian market leader in most of its categories.
It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change. CHARLES DARWIN
Russian retailer environment
There are two different understandings of the reality of Russia in the West. First, Russia is a country of mafia, oligarchs, luxury, innumerable resources of gas, oil, caviar, vodka and so on. Second, Russia is a country of poverty, ...
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