* Fast-track route to mastering the sophisticated and highly competitive world of FMCG selling
* Covers the key issues of retailer dominance, retailer resistance to new product launches, consumer behavior, category management, buying structures, product development and regulation, and branding issues
* Case material from Proctor & Gamble, Coca-Cola and Pepsi, and Wal-Mart and Red Bull
* Includes a comprehensive resource guide, key concepts and thinkers, a 10-step action plan, and a section of FAQs