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Shopper Marketing: Profiting from the Place Where Suppliers, Brand Manufacturers, and Retailers Connect by Daniel J. Flint, Nancy Swift, Chris Hoyt

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Chapter 4. How Consumer Goods Manufacturers Work

We have spent some time discussing how retailers work. Now let’s shift to the other critical player in shopper marketing, the consumer goods firms who are referred to interchangeably in the industry as “manufacturers,” “brand marketers,” “vendors,” “suppliers,” “CPG” for consumer packaged goods companies, and “FMCG firms” (Fast Moving Consumer Goods) in Europe to refer to what in the U.S. are known as CPG firms. These represent the firms who wish to sell brands in retailers. We will use the term manufacturers predominantly just for consistency sake.

Shopper marketing is a discipline driven largely by manufacturers. It is a way, as we have said, for manufacturers to work in more strategic ways with ...

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