Управление ростом доходов: Как захватить скрытую ценность в FMCG и розничной торговле

—Peter Brabeck-Letmathe, Former Group CEO & President, Nestlé; President, World Economic ForumMost FMCG and retail companies are leaking profit in plain sight. Promotions that fail to break even. Trade terms that drain resources. Pricing strategies that collapse under pressure. The numbers are staggering: in some businesses, 80% of promotions don’t deliver incremental sales at all. This book shows you how to stop the leaks and capture hidden value. Drawing on more than two decades of field experience, Jelle de Jong and Danilo Zatta reveal how the smartest companies use Revenue Growth Management to transform noise into clarity and volume into profit. Packed with real case studies from global leaders like Coca-Cola, Nestlé, Unilever, P&G, and Ferrero, this is not a consultant’s report, it’s a playbook tested in the real world. You’ll discover how to: Price with precision: Design pack-price architectures that unlock growth instead of cluttering shelves. Make promotions pay back: Move beyond discounts to create lasting brand value. Master trading terms: Turn both modern and traditional trade into engines of profitable growth. Organize for success: Build the routines, roles, and systems that embed RGM across your business. Harness AI: Understand how data and algorithms are reshaping pricing, promotion, and execution. Endorsements from industry leaders: Written in an honest, conversational style, Revenue Growth Management: How to Capture Hidden Value in FMCG and Retail is designed for executives, managers, and commercial leaders who want progress, not theory. Whether you’re a sales director, category lead, or finance partner, this book will help you turn strategy into action and complexity into clarity.