MARKETING PERFORMANCE MEASUREMENT IN FMCG - Share of Wallet in Retailing Industry

This book is a glance into the complex world of retailing industry at its competitive dynamics at international level. This book wants to offer several worthy causes for reflection, in the field of retailing management, for academics, students and practitioners. This book is based on both a qualitative and quantitative approach and it develops a confirmative analysis (Structural Equation Model, SEM) to assess a measurement scale to determine the of share of wallet (SOW). This book deepens a comparative case study analysis of three national companies competing with different business model in the industry of FMCGs retailing, with in depth interviews to firms’ top managers. The study gives an interpretation of innovative trends in the retailing industry, considering the new consumer behaviours, the impact of new technologies, and the innovation of business models. It offers an overview on the topic of Marketing Measurement Performance and its metrics in the transactional, perceptive and knowledge side.