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FMCG: The Power of Fast-Moving Consumer…
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FMCG: The Power of Fast-Moving Consumer Goods

by Greg Thain

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FMCG: The Power of Fast Moving Consumer Goods is an extensive study of 18 well-known and powerful companies behind countless brands of Fast Moving Consumer Goods. Coca-Cola, Colgate-Palmolive, Danone, Dean Foods, Estée Lauder, General Mills, Heinz, Henkel, Kellog's, Kimberly-Clark, Kraft, L'Oréal, Mars, Nestlé, Procter & Gamble, Pepsi, Reckitt Benckiser and Unilever all have a chapter devoted on their roots, ownership, structure, growth cycle until the '90s, and recent developments since then. 625 pages of details, backgrounds, inner workings and external influences. The book reveals surprising insights on the effects of family business gone public, cyclical diversification and divestments, marketing hits and misses, core business and wild excursions far beyond the vision of the founding fathers.
You'll learn the origins of e.g. cornflakes, detergents, yoghurt desserts and Coca Cola. Products that survived for centuries, companies established in the 19th Century, swapped for billions nowadays, serving the planet. The FMCG is a fascinating myriad of influential companies and marketing power, shelfpower and airtime for commercials are two strong visible elements. The book's simply too comprehensive for a single reading. Students and professionals in marketing, business development, organizational theory and production management, really will benefit from the book. ( )
  hjvanderklis | Jan 17, 2015 |
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