Store Wars: The Battle for Mindspace and Shelfspace

By Judy Corstjens and Marcel Corstjens

Store Wars The battle for mindspace and shelfspace Judith Corstjens, Arrow Consultancy, Bois-le-Rois, France and Marcel Corstjens, Professor of Marketing Insead, Fontainebleau, France Fast moving consumer goods (FMCG) marketing has become a struggle between manufacturers and retailers for control of Mindspace and Shelfspace. Partnership is seen as an Indian wrestling match between manufacturers and retailers: co-operation can only be gained from a position of strength. Marketing for FMCG manufacturers now involves understanding retailers, their business and marketing strategies, their strengths and their limitations. The major aim of modern marketing is to affect the balance of power between retailers and their suppliers. Store Wars sets out to equip the reader to thrive in this climate. "Advertising agencies are in a unique and sensitive position as mercenaries in the battle between manufacturers and retailers. They work for both sides. This book provides, with its concept of mindspace and shelfspace, a profound and contemporary insight into the anatomy of branding on both sides of the divide." Martin Boase, Chairman, Omicom UK plc "The battle for mindspace and shelfspace provides a practical framework within which FMCG managers will need to test, adjust or even fundamentally change their strategic address. It describes the new reality." Dominic Cadbury, Executive Chairman, Cadbury Schweppes plc "Marcel and Judy have brought to bear their intellectual prowess and institutional knowledge to provide an enlightening view of issues in modern retailing. A book full of thought-provoking ideas for academics and practitioners alike." Rajiv Lal, Professor of Marketing, Stanford University

• Format: Hardcover
• Language: English
• ISBN: 0471950815
• ISBN13: 9780471950813
• Release Date: February 1995
• Publisher: Wiley
• Length: 314 Pages
• Weight: 1.45 lbs.
• Dimensions: 9.3" x 0.9" x 6.4"

Customer Reviews

Good supplemental text

Good text to use in a retailing course in that it accurately depicts the rivalry between retailers and their suppliers on the issues of gross margins, brand loyalty, advertising, and share of display space. The text is critical of brand extensions, in a somewhat overly simplistic view, in that the supplier must introduce new products--or is not in pursuit of innovation or growth. Additionally, it holds that the greatest opportunity for retailers are in Type II private label items, which have not been able to "take off" in U.S. stores, as the share of private label seems always to be in a state of flux. All said, a very interesting book with a provocative tone that can inspire discussion for graduate students and undergraduate students alike.

Keep this a secret.

This is the first book I have read about grocery where the battle between manufacturer and retailer is examined for the dirty little war that it really is - too many pass over this as just another compeitive issue, when it is a fight that will see one side losing big time.Buy a copy and keep it a secret - you will appear to have mastered the major strategic issues in grocery, this book is that good.The issues are examined in a balanced way and the conclusions are well drawn. Be warned, it takes time to read as every three or four pages gave me so many ideas that I would put it down and write a paper inside my business from the ideas and options the book had generated.Well worth the cost, but keep this between just us.

Clear, Deep and fun to read

I have been reading books on retailing for at least five years, and I have no doubt this is the one book that everyone in Retailing should read. It is clearly written (with some anglo french words which give flavour), and though Corstjean its a great acdemic researcher , this book can be read by anyone. Its deep, because they go into deep analysis of the real problems facing food stores today. Its deep because their explanations go always to the basic understanding of the problems. Its not a book full of superficials facts, its arguments are always supported by basic consumer behaviour theory.

A Contemporary Marketing "Must Read" Book

The Corstjens have produced a rare book. It's not -as it's commonly the case- an extended article. It's a book full of precious content with several deep insights about the trade. By the way, that's another accomplishment of them: they talk about real things, not about academia concepts, although they do have deep fundaments in all their arguments. It's a dense and high level reading for all of those interested in understanding the naturally existent bargain disputes between manufacturers and retailers.

This book is relavent to anyone selling anything

The introduction alone would suffice as a history of marketing 101 class. This book is relavent to anyone selling anything. Clear consise and fun to read, it left me with the burning question What next?