Relevant bibliographies by topics / FMCG marketing

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'FMCG marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 1 February 2022

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Journal articles on the topic "FMCG marketing"

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Rebiazina, Vera, Anna Daviy, and Yana Karlova. "Marketing Metrics Usage by Russian FMCG (Fast Moving Consumer Goods) Companies." Moscow University Economics Bulletin 2016, no. 1 (February 28, 2016): 108–30. http://dx.doi.org/10.38050/01300105201616.

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The aim of the paper is to identify the characteristics of marketing metrics usage by Russian FMCG (Fast Moving Consumer Goods) companies. The article provides the definition of «marketing metrics» concept, examines the theoretical aspects of marketing metrics and develops their classification. The author analyzes the basic concepts of marketing assessment and approaches to the classification of marketing metrics. The empirical research is based on a mixed strategy approach. Two stages of in-depth interviews were fulfilled to investigate the marketing metrics usage by Russian FMCG companies. Drawing on the results of the empirical research, characteristics of the marketing metrics usage by Russian FMCG companies are identified: those related to specific metrics and those related to the organization of the evaluation process of marketing activity in companies. The results of the research not only expand the theoretical framework of marketing metrics in Russian FMCG market, but also can be used by the Russian FMCG companies to improve the systems of marketing activity assessment based on marketing metrics usage.
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Thiruvattal, Eappen, and Arun Prasad. "Determinants of turnover intentions among marketing and sales representatives in the UAE." International Conference on Advances in Business, Management and Law (ICABML) 2017 1, no. 1 (December 24, 2017): 411–18. http://dx.doi.org/10.30585/icabml-cp.v1i1.35.

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This article identifies four determinants of turnover intentions among the marketing executives and sales representatives (reps). Influence of these dimensions on such employees is investigated in an emerging market’s Fast Moving Consumer Goods (FMCG) distribution environment. Extensive review of the current literature on employee turnover intentions and specific review of turnover intentions among reps and marketing executives are conducted This study identifies four dimensions of determinants of turnover intentions among marketing and sales representatives of FMCG in an emerging market. The results indicate that coordinated efforts by management to satisfy these dimensions lead to decreased turnover among marketing and sales reps of FMCG distributors. This study offers understanding of the determinants of turnover intentions of turnover intentions among marketing and sales reps of FMCG distributors. This article conceptualizes the influence of performance appraisal, developmental pay, talent acquisition and training, and learning and development on turnover intentions of Marketing and sales reps working in FMCG distribution industry. The article contributes to fill the knowledge gaps on the influence of these dimensions on turnover intentions. Key words – Turnover intentions; Marketing and Sales representatives; Performance appraisal; HR strategies, Developmental pay, Talent acquisition.
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Shukla, Shubhendu S., and Saurabh Bajpai. "Customer Taste & Buying Behavior for FMCG Products A Special Reference to the Rural & Sub-Urban Area of Lucknow City of Uttar Pradesh." Restaurant Business 118, no. 9 (September 27, 2019): 13–27. http://dx.doi.org/10.26643/rb.v118i9.7921.

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The sub-urban market is one of the best opportunities that FMCG companies trying to cash now a days and the companies tries to put their effort to get the best results from these companies. For any of the common family in these areas a major portion of the monthly budget of each household is reserved for FMCG products. The amount of these products distributed in the market against FMCG products is very high, as the compared with the number of products the customers consumes. The condition of competition in FMCG sector is extremely high resulting in extreme pressure on margins of profit. In this paper my efforts are to understand the buying behavior of the consumers towards FMCG products as there was a time when the FMCG companies ignores the consumers, they just want to produce and sell the product as and where basis they have no interest to produce or sell products on consumer basis or their interests. As per studies it seems that it is the initial stage for the Indian FMCG sector and as per as the time had passed, the strategy and marketing style of FMCG companies had been changed. As the title of my paper reflects, my focus area is more and more sub-urban areas of the Lucknow city and nearby areas of the Lucknow. I had tried to understand the market of FMCF sector in Lucknow and what the customer says for the products and the one most important aspect that whether the customer are loyal for the company or products or not?
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Kitchen, Philip J. "Competitiveness in FMCG Markets." European Journal of Marketing 23, no. 1 (January 1989): 41–51. http://dx.doi.org/10.1108/eum0000000000540.

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Maria Pon Reka, D., and V. E. Santhi. "A Study on Rural Marketing Management of Indian FMCG Product." Shanlax International Journal of Management 7, no. 4 (April 1, 2020): 69–79. http://dx.doi.org/10.34293/management.v7i4.2149.

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FMCG is the fourth biggest sector in the Indian economy, where the urban fragment contributes about 55% to the general revenue produced by the sector. Nonetheless, with web entrance, growing mindfulness, expanding income and evolving ways of life, the FMCG market has seen faster growth in rural India when contrasted with the urban partners. FMCG products are accounted for to represent half of the complete rural spending, which is a verification of the fast growth in the semi-urban and rural consumers in the industry. This enormous growth of the rural market in India has moved the marketable combat zones for the FMCG companies from urban to rural. The rural market today is offering boundless chances to the businesses to connect with almost 33% of the area’s populace. Web infiltration has made information available for the rural Indian consumers who are affecting their purchase choices. The focal point of these consumers is moving towards esteem based purchases rather than price-based buying. They are presently considering price in examination with utility, worth, and highlights of the products. Companies that prior treated the rural market as a freedom ground for their lower-end products are presently realizing the need to concentrate on the prerequisites of the rural customers. The core of India lies in its towns, and today it is practically difficult to prevail in business on the off chance that we leave the area’s rural populace behind. Companies, particularly in the FMCG sector, need to comprehend the elements of the blossoming rural market and think of creative systems to win the trust of these potential consumers and to remain important in the market. Hence, the present study has been focused on the study on Rural Marketing Management of Indian FMCG Product and study based on secondary sources of data collections.
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Pileliene, Lina, and Viktorija Grigaliunaite. "The effect of female celebrity spokesperson in FMCG advertising: neuromarketing approach." Journal of Consumer Marketing 34, no. 3 (May 8, 2017): 202–13. http://dx.doi.org/10.1108/jcm-02-2016-1723.

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Purpose The purpose of this paper is to develop guidelines for the selection of a female advertising spokesperson and brand position regarding the selected spokesperson in the context of fast-moving consumer goods (FMCG) advertising. Design/methodology/approach The paper presents findings using both neuromarketing and traditional marketing research methods. Findings The findings are based on the results of P300 event-related brain potentials, eye-tracking experiments and a questionnaire research. It was concluded that a famous female spokesperson indeed has a significant effect on FMCG advertising effectiveness. Practical implications The selection of a female celebrity spokesperson when seeking FMCG advertising effectiveness depends on the primary determined aim of marketing communication. If the aim of the advertising campaign is to form attitude, then selecting a celebrity as the FMCG advertising spokesperson is recommended, but if the aim of the FMCG advertising campaign is to enhance brand awareness, it is recommended to select a non-celebrity spokesperson. Furthermore, the brand should be presented at the top of the advertisement’s layout, particularly when a celebrity is chosen as a spokesperson because this allows lowering the possibility of the “vampire effect” occurrence. Originality/value As a study on the effect of a female spokesperson on FMCG advertising effectiveness, this research will be of academic interest, integrating both marketing theory and neuroscience to analyze and evaluate consumer behavior. This research is also relevant to businesses, because it provides guidelines for the selection of female advertising spokespersons in the context of FMCG advertising.
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Dost, Florian, Ulrike Phieler, Michael Haenlein, and Barak Libai. "Seeding as Part of the Marketing Mix: Word-of-Mouth Program Interactions for Fast-Moving Consumer Goods." Journal of Marketing 83, no. 2 (December 7, 2018): 62–81. http://dx.doi.org/10.1177/0022242918817000.

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Seeded marketing campaigns (SMCs) have become part of the marketing mix for many fast-moving consumer goods (FMCG) companies. In addition to making large investments in advertising and sales promotions, these firms now encourage seed agents or microinfluencers to discuss brands with friends and acquaintances to create further value. It is thus critical to understand how an FMCG seeding program interacts with traditional marketing tools when estimating the effectiveness of such efforts. However, the issue is still underexplored. The authors present the first empirical analysis of this question using a rich data set collected on four brands from various European FMCG markets. They combine advertising and sales promotion data from FMCG brand managers with sales and retail variables from market research companies as well as firm-created word-of-mouth variables from SMC agencies. The authors analyze the data using several approaches, confronting challenges of endogeneity and multicollinearity. They consistently find that firm-created word of mouth through SMC programs interacts negatively with all tested forms of advertising but positively with promotional activities. This phenomenon has significant implications for understanding the utility of SMCs and how they should be managed. The analysis implies that SMCs may increase total sales by approximately 3%–18% throughout the campaigns.
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Shekhar, Suraj Kushe, and P. T. Raveendran. "Promises of silent salesman to the FMCG industry: an investigation using linear discriminant analysis approach." Management & Marketing 10, no. 4 (December 1, 2015): 304–15. http://dx.doi.org/10.1515/mmcks-2015-0020.

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Abstract Packaging which is often called as the ‘silent salesman’ is an important component of marketing. Today the importance of packaging has risen to such an extent that product packaging is rightly called as the fifth ‘P’ of marketing mix. FMCG are products which are utilized by large number of people. The present study examined the discriminating power of five selected FMCG packaging variables namely ‘picture’, ‘colour’, ‘size’, ‘shape’ and ‘material’ amidst those who purchased FMCG based on these packaging variables and for those who purchased FMCG not based on these packaging variables. Descriptive research was carried out in the study. Respondents (students) were asked to rate four packaging variable on a five point Likert’s scale. Discriminant analysis showed that only two variables namely ‘Colour’ (.706) and ‘Shape’ (–.527) were good predictors. Variables ‘Picture’, ‘size’ and ‘material’ were considered as poor predictors as far as the student communities were considered. The cross validated classification showed that out of the 240 samples drawn, 91.8% of the cases were correctly classified.
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Abushaikha, Ismail. "The influence of logistics clustering on distribution capabilities: a qualitative study." International Journal of Retail & Distribution Management 46, no. 6 (June 11, 2018): 577–94. http://dx.doi.org/10.1108/ijrdm-01-2018-0018.

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PurposeThe purpose of this paper is to explore why and how firms with logistics-intensive operations such as fast-moving consumer good (FMCG) distributors benefit from residing in logistics clusters. In particular, this study seeks to fill a gap in the understanding of how logistics clustering may influence FMCG firms’ distribution capabilities.Design/methodology/approachThree case studies of FMCG distributors geographically agglomerated within Q Logistics Cluster in Jordan serve to elaborate the existing theory of clustering. Data were collected from 24 interviews as well as observational evidence of the FMCG distributors’ outbound logistics operations. The unit of analysis was the interaction between FMCG distributors and other agents in the logistics cluster.FindingsFMCG distributors tend to gravitate to clusters where logistics service providers and other FMCG firms co-locate. FMCG distributors interact intensively and benefit greatly from building ties with non-competitor distributors in a cluster. Informal personal relations, collaborative activities and knowledge sharing, learning opportunities and resource availability were found to act as mechanisms for generating distribution capabilities within a logistics cluster.Practical implicationsThis study provides practical implications for FMCG logistics and distribution managers who make distribution centre (DC) location decisions. The study provides such managers and their firms with a deeper understanding of the importance of co-locating DCs in logistics clusters, and may help them in designing their supply networks.Originality/valueThis is the first scholarly work to uncover the various ways in which FMCG distributors benefit from logistics clustering and explain why they may differ in performance, building on observations of their capabilities. The study provides insight from an emerging market and encourages future researchers to conduct further studies on logistics clustering in order to bring relevant theory forward.
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Sharma, Sanjay, and Priyanka Sharma. "Marketing Mix Strategies for FMCG Companies in India." Journal of Commerce and Management Thought 8, no. 4 (2017): 760. http://dx.doi.org/10.5958/0976-478x.2017.00046.5.

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Dissertations / Theses on the topic "FMCG marketing"

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Gilchrist, Philip. "Relationship Marketing in the FMCG : The Forgotten Consumer." Thesis, Linköpings universitet, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-119539.

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Many producers in the FMCG experience immense pressure from strong retailers and hard discounters. One solution proposed by academics is through engaging in Relationship Marketing with the end consumer to create a strong pull-effect and loyalty to the brand. In order to understand how producers make use of Relationship Marketing, 5 case studies with Swedish FMCG- producers has been conducted. It has been found that producers merely make any use of Relationship Marketing towards consumers, albeit focus a lot of resources on Relationship Marketing towards the immediate customers. The author examines the feasibility of Relationship Marketing in the FMCG, and concludes that the producers overlook many of the outlined benefits of Relationship Marketing.
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Froněk, Filip. "How can co-creation change the FMCG marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-199736.

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This thesis analyzes co-creation, a modern trend in marketing, and guides companies how to use co-creation to increase efficiency of their marketing practices. Co-creation is placed in the framework of digitalization, which is current megatrend in marketing influencing the traditional marketing methods. After deep analysis of current trends in marketing with focus on digitalization, the thesis emphases co-creation, describes the process of co-creation and applies it to an example of co-creation project of the brand Fa. It presents that co-creation project needs to be well planned and well executed as it can otherwise lead into brand dilution or the results would be different from company's objectives. In the end of the thesis, recommendations are deduced based on the concluded survey showing the further steps in Fa co-creation project as well as co-creation in general.
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Hofmanová, Tereza. "Využití sociálních sítí v marketingové strategii FMCG společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-82013.

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This diploma thesis outlines the ways of efficient marketing use and performance measurement of social networks by FMCG companies. The first chapter defines the concewpt of social networks, describes their benefits for company marketing and introduces the major world and Czech social networks. The second chapter is dedicated to the current most important social network, Facebook. The sub-chapters are covering structure and creation of a fan page, main principles of page management, post planning, aplications, ads, social graph and Facebook advertising policies. Main attention is given to the content of a fan page. the third chapter introduces the marketing potential of Youtube.The fourth chapter features the options of social networks performance measurement. The second half of the work introduces the marketing strategy on social networks for the company Nutricia a.s.
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Sámek, Michal. "Marketingové komunikace mezi výrobcem,distributorem a spotřebitelem na B2B trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-85822.

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Waniausová, Lucie. "Marketingové plánování v FMCG: případová studie značky Lovela." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-114382.

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The Master's Thesis'goal is to identify specifics of maketing planning in FMCG market and prepare marketing plan for brand Lovela in 2012. Thesis is divided into three related sections. The first part is purely theoretical and summarizes lessons learned from the available literature dealing with the topic of marketing planning and its phases. The second part is focused on description of each phase from experts'point of view. This part is based on interviews with three FMCG brand managers. The third part is devoted to the creation of the specific annual marketing plan.
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Schmutzler, Alexander René [Verfasser], Ove [Gutachter] Jensen, and Martin [Gutachter] Fassnacht. "FMCG marketing and sales : organizing trade marketing, category management, and shopper marketing / Alexander René Schmutzler. Gutachter: Ove Jensen ; Martin Fassnacht." Vallendar : WHU - Otto Beisheim School of Management, 2016. http://d-nb.info/1113594853/34.

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Schmutzler, Alexander René Verfasser], Ove [Gutachter] [Jensen, and Martin [Gutachter] Fassnacht. "FMCG marketing and sales : organizing trade marketing, category management, and shopper marketing / Alexander René Schmutzler. Gutachter: Ove Jensen ; Martin Fassnacht." Vallendar : WHU - Otto Beisheim School of Management, 2016. http://nbn-resolving.de/urn:nbn:de:hbz:992-opus4-1806.

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Pivovarník, Jan. "Aplikace systému řízení marketingových kampaní v oblasti retail FMCG." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-199228.

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This thesis focuses on marketing campaign life cycle management and customer relationship management in the area of fast moving consumer goods. Because of the highly competitive nature of this market the companies are in search of ways how to gain an advantage over their competitors -- which can be more effective marketing towards customers. The main goals of this thesis are completion of thorough theoretical fundamentals and subsequently design of methodology of marketing campaign management. The theoretical part of this thesis presents basic concepts and discuses the topic separately from both technology and marketing standpoint. Also this part presents current trends in the EMM area and explains the customer relationship management specifics of the FMCG market. Practical chapters consist in development of the marketing campaign lifecycle methodology. The methodology is based on theoretical concepts presented in the first part of thesis and my own professional experience with implementation projects. The main merit of this thesis is development of the methodology, which is technology independent, intuitive, flexible and utilizable not only in the FMCG area. Another merit is drawing up of complex theoretical concepts that are merely covered by professional literature.
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Mbuyazi, Vivian Sifiso. "The use of new communication strategies to enhance marketing of Fast Moving Customer Goods (FMCG)." Thesis, University of Zululand, 2012. http://hdl.handle.net/10530/1344.

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A thesis submitted in fulfilment of the requirements for the degree of Master of Arts in the Department of Communication Science at the University of Zululand, South Africa, 2012.
The study was conducted with the purpose of surveying the nature, patterns and trends of the new communication strategies to enhance marketing of fast moving customer goods (FMCG). The researcher intended to investigate current consumer behaviour with respect to fast moving consumer goods FMCG and new communication strategies for marketing of FMCG. The study focused primarily on managing FMCG to increase its availability to rural communities with the hope of addressing poverty eradication and providing some avenues for job creation. This included an investigation into new media and technology to enhance the marketing of FMCG with the intention of making these goods more easily accessible to rural communities. The study also investigated current consumer behaviour with respect to fast moving consumer goods (FMCG) and new communication strategies for marketing of FMCG. Unravelling methods of making FMCG easily available to rural communities would be an alternate strategy to urbanise rural communities and reduce unemployment. FMCG forms a fundamental aspect of people’s daily lives and is an ideal tool which can be used to manipulate industry to touch lives of all people throughout South Africa. The study offers thought provoking ideas on how to urbanise rural communities by using basic commodities which people use on a daily basis, and it further offers ideas for further research in this field. It also unravels contemporary methods of marketing basic commodities.
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Thurn, Emmie, and David Gustafsson. "The Battle of the Customers – Does loyalty exist within the FMCG market?" Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19894.

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Title: The Battle of the Customers – Does loyalty exist within the FMCG market? Authors: Emmie Thurn 880909, David Gustafsson 870926  Purpose: The purpose with this study is to examine how relationship marketing strategies can enhance companies’ effectiveness, within the FMCG market, in the sense of more satisfied and loyal customers. The 5Qs model will be applied in order to see if there are any critical quality factors that encourage long-term relationship. Methodology: This quantitative study was based upon positivistic assumptions and carried out by a deductive research approach. The data was collected through two questionnaires, which included 200 customers and 15 representatives from three various FMCG stores. Conclusion: In this study the authors have found that RM, as the current theory present it, does not provide any effective strategies to create customer satisfaction and loyalty within the FMCG market. Therefore, the authors raise the question if price is the new customer loyalty program within the FMCG market? Ten quality factors are identified as critical when generating a long-term relationship between FMCG stores and customers.  To create a successful long-term relationship can these quality factors be combined into a PRODSERV offer. Keywords: Relationship marketing, quality, customer satisfaction, customer loyalty, 5Qs model, the FMCG market.
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Books on the topic "FMCG marketing"

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Ramsey, William. European branding in UK FMCG companies. Oxford: Templeton College, Oxford Centre for Management Studies, 1994.

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Madge, C. Can outsourcing of field marketing assist FMCG sales planning?. Oxford: Oxford Brookes University, 1998.

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Thain, Greg. Store wars: The FMCG battle for in-store and online success. Chichester: John Wiley & Sons, 2012.

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Vyas, Preeta H. Measuring consumer preferences for sales promotion schemes through conjoint design in FMCG sector. Ahmedabad: Indian Institute of Management, 2005.

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From Great to Gone: Why Fmcg Companies Are Losing the Race for Customers. Taylor & Francis Group, 2014.

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B2b Versus B2c Marketing Major Differences Along The Supply Chain Of Fast Moving Consumer Goods Fmcg. Grin Verlag, 2007.

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Lorange, Peter, and Jimmi Rembiszewski. From Great to Gone: Why Fmcg Companies Are Losing the Race for Customers. by Jimmi Rembiszewski and Peter Lorange. Taylor & Francis Group, 2016.

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Book chapters on the topic "FMCG marketing"

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Chimhundu, Ranga. "The Management of FMCG Product Categories." In Marketing Food Brands, 15–48. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-75832-9_2.

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Boztuğ, Yasemin, Lutz Hildebrandt, and Nadja Silberhorn. "Investigating Cross-Category Brand Loyal Purchase Behavior in FMCG." In Quantitative Marketing and Marketing Management, 287–302. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-3722-3_14.

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Rodrigues, Filipe Sampaio, and Ana Isabel Coelho. "Omnichannel in FMCG: Digitally Enhancing Retail Consumer Journey." In Marketing and Smart Technologies, 375–88. Singapore: Springer Singapore, 2021. http://dx.doi.org/10.1007/978-981-33-4183-8_30.

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Esch, Franz-Rudolf, and Kai Winter. "How do Limited Editions Work in FMCG Context." In Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference, 283. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11797-3_162.

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Schmiedebach-Ullner, Franziska. "Marketing and Controlling as Business Partners in the FMCG Industry." In Performance Management in Retail and the Consumer Goods Industry, 325–40. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-12730-5_22.

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Aithal, Rajesh K., Satyam, and Harshit Maurya. "Distribution Challenges in Emerging Markets: Evaluating Alternate Distribution Strategies for FMCG Firms in Rural India." In Strategic Marketing Issues in Emerging Markets, 51–60. Singapore: Springer Singapore, 2018. http://dx.doi.org/10.1007/978-981-10-6505-7_5.

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John, Surej P., and Richard Walford. "Social Media in FMCG Marketing: Understanding How Supermarkets Use Facebook During the COVID-19 Pandemic." In Advances in Digital Marketing and eCommerce, 184–91. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-76520-0_19.

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Rubio, Pedro, María Eugenia Fabra, and Victoria Labajo. "KAM Effectiveness and Future Performance Risk for FMCG Companies. Underlying Risks of KAM." In Advances in National Brand and Private Label Marketing, 75–84. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-92084-9_9.

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Troiville, Julien, and Gérard Cliquet. "Toward a Qualitative Understanding of Consumers’ Drivers of FMCG Retail Patronage: An Extended Abstract." In Marketing at the Confluence between Entertainment and Analytics, 441–46. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-47331-4_80.

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Labajo, Victoria, Carlos Martínez de Ibarreta, and Carmen Valor. "The PLs Role in Spanish FMCG Sustainable Markets: An (Almost and So Far) Missed Opportunity?" In Advances in National Brand and Private Label Marketing, 155–64. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-20182-5_16.

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Conference papers on the topic "FMCG marketing"

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Dave, Ujjwal. "IMPACT OF SOCIAL MEDIA MARKETING ON FMCG SECTOR IN INDIA." In 3rd Business & Management Conference, Lisbon. International Institute of Social and Economic Sciences, 2016. http://dx.doi.org/10.20472/bmc.2016.003.007.

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Tjokrosaputro, Miharni. "The Roles of CSR and Marketing Ethics in FMCG Company’s Reputation During the Covid-19 Pandemic." In Ninth International Conference on Entrepreneurship and Business Management (ICEBM 2020). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/aebmr.k.210507.057.

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You might also be interested in the extended bibliographies on the topic 'FMCG marketing' for particular source types:
Journal articles Dissertations / Theses
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