Revenue Growth Management: How to Capture Hidden Value in FMCG and Retail

Revenue Growth Management: How to Capture Hidden Value in FMCG and Retail is a practical commercial playbook for business leaders who want to stop profit leaks and unlock hidden value. In fast-moving consumer goods and retail, ineffective promotions, flawed trade terms, and misaligned pricing quietly drain resources; the book notes that in some businesses, 80% of promotions fail to deliver any incremental sales at all. Written by industry experts Jelle de Jong and Danilo Zatta, it turns that kind of costly noise into clear, profitable growth strategies.

Drawing on more than two decades of field experience, the authors show how leading companies use Revenue Growth Management to move from guesswork to profit. Readers will learn how to design precision pack-price architectures, make promotional spending pay off, master trade terms across modern and traditional channels, build the routines and systems that embed RGM across a business, and harness AI for pricing and execution. Case studies from Coca-Cola, Nestlé, Unilever, P&G, and Ferrero ground the strategies in real-world results rather than theory.

This new copy is written for executives, sales directors, category leads, and finance partners who want progress over abstraction. It carries strong endorsements from figures including former Nestlé CEO Peter Brabeck-Letmathe, Campari Group Chairman Luca Garavoglia, and Ferrero's Head of RGM, Dave Jackson, among others. Honest and conversational in style, it offers clear, actionable guidance for turning strategy into daily business results.