TY - BOOK ID - 78461517 TI - FMCG : The Power of Fast-Moving Consumer Goods AU - Thain, Greg AU - Bradley, John PY - 2014 SN - 1622876474 9781622876471 9781622876488 9781622876631 PB - First Edition Design Publishing DB - UniCat KW - International business enterprises KW - Consumer goods KW - Brand name products KW - Marketing KW - Consumer behavior KW - Behavior, Consumer KW - Buyer behavior KW - Decision making, Consumer KW - Human behavior KW - Consumer profiling KW - Market surveys KW - Domestic marketing KW - Retail marketing KW - Retail trade KW - Industrial management KW - Aftermarkets KW - Selling KW - Brand names KW - Branded merchandise KW - Merchandise, Branded KW - Name brand products KW - Business names KW - Commercial products KW - Branding (Marketing) KW - Trademarks KW - Consumer products KW - Consumers' goods KW - Goods, Consumer KW - Business enterprises, International KW - Corporations, International KW - Global corporations KW - International corporations KW - MNEs (International business enterprises) KW - Multinational corporations KW - Multinational enterprises KW - Transnational corporations KW - Business enterprises KW - Corporations KW - Joint ventures KW - E-books KW - Business KW - Business & Economics KW - BUSINESS KW - BUSINESS & ECONOMICS UR - https://www.unicat.be/uniCat?func=search&query=sysid:78461517 AB - This book is a history of the some of the world's most famous brands, from humble beginnings to current exalted status, from smudged, kitchen-table pamphlets to multi-million ad campaigns, from backyard experiments to global research. It examines the most recent developments in these glittering trajectories and reveals the very DNA of the brands themselves. Is it mastery of absorbency, the virtuoso integration of acquisitions, developing incomparable consumer trust, the ability to think in decades? All is revealed. If you work in Retail, FMCG, Marketing or Consumer Goods, this is a must-read book. ER -