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Shopper Marketing, 2nd Edition by Ville Maila, Markus Stahlberg

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Nestlé Rossiya, Russia

LUBOV KELBAKH

Lubov Kelbakh has been corporate category manager in Nestlé Rossiya since 2006, responsible for category management projects with retail chains in main Nestlé categories (grocery and confectionery). Nestlé is the largest food and beverages company in the world and the Russian market leader in most of its categories.

It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change. CHARLES DARWIN

Russian retailer environment

There are two different understandings of the reality of Russia in the West. First, Russia is a country of mafia, oligarchs, luxury, innumerable resources of gas, oil, caviar, vodka and so on. Second, Russia is a country of poverty, ...

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