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
Judy Corstjens was born in London in 1957. She read Mathematics at Oxford University and went on to a career in advertising, in the UK and then in France. During her 'baby-break' she wrote 'Strategic Advertising' (1990). Horrified by the idea of returning to office life (and leaving behind the babies) she set up a company marketing the Storewars training simulation, developed by her husband Marcel, and wrote the book 'Store Wars' (1995, jointly with Marcel) as a companion to the simulation. They sold this company in 2006.
Since then Judy has devoted herself to a new passion: fighting the obesity crisis. She is increasingly sickened by the damage being wreaked on our waist lines, well-being and health by the food industry. In her latest book 'Xtensity: Why 5% of dieters Succeed' (2010), Judy puts her in-depth understanding of advertising and marketing to work in favour of the consumer. This book explains why it is so hard to stay slim in our obesogenic environment and what you have to do to protect yourself. Her next book will either be about "How to live an Xtensity life' or a book about all the wrong-headed things the food industry is doing. Give your opinion on www.xtensity.co.uk.
