Shopper Marketing
How to Influence Consumer Decision Making at the Point of Purchase

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Format: Hardback
Data publicării: 28 ianuarie 2010
De (autor): Markus Stahlberg; Ville Maila
ISBN-13: 9780749457020 ISBN-10: 0749457023
Editura:Kogan Page
Editura (imprint): Kogan Page
Pagini: 240
Dimensiuni: 152 x 229 x 24 mm
New and growing, Shopper Marketing is one of the hottest trends in marketing today. It targets consumers while they are in the store and involves every aspect of the shopping experience, from promotions, displays and packaging to the store layout itself.
This book combines the perspectives of 35 internationally recognized shopper marketing experts, among them renowned author Paco Underhill. Its three sections include research into shopper behavior [Insights]; interviews with experts [Strategy] and case studies of successful shopper marketing activities [Practice].
- General/trade
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Descrierea cărţii
New and growing, Shopper Marketing is one of the hottest trends in marketing today. It targets consumers while they are in the store and involves every aspect of the shopping experience, from promotions, displays and packaging to the store layout itself. According to a study by Deloitte, spending on shopper marketing has doubled since 2004. Procter & Gamble alone invests at least 500 million dollars a year in shopper marketing. Microsoft, IBM, Coca-Cola and Nestle all have their own shopper marketing units.
This book combines the perspectives of 35 internationally recognized shopper marketing experts, among them renowned author Paco Underhill. Its three sections include research into shopper behavior [Insights]; interviews with experts [Strategy] and case studies of successful shopper marketing activities [Practice].
Conţinut
Part 1: Definition: what is shopper marketing?
1. Science of shopping
2. Point of view on shopper marketing
3. Shopper marketing: the discipline, the approach
4. Seven steps towards effective shopper marketing
5. Bringing shopper into category management
6. Illogic inside the mind of the shopper
7. For shoppers there’s no place like home
8. Shopper mega-trends: health, wellness and the environment
9. Understanding shoppers’ complex decisions
10. The three shopping currencies
11. Making your brand part of a shopper solution
Part 2: Strategy: how to approach shopper marketing
12. Connecting, engaging and exciting shoppers
13. Tailing your shoppers: retailing for the future
14. Retail media: a catalyst for shopper marketing
15. Integrated communications planning for shopper marketing
16. The conversion model for shopper research
17. In-store measurements for optimizing shopper marketing
18. The missing link: turning shopper insight into practice
19. Capitalize on unrealized demand among shoppers
20. The loyalty ecosystem within your shopper environment
21. Overcoming common mistakes in shopper-centric retailing
22. Touching the elephant
23. Marketing as a crucial part of retailer partnership
24. Collaborating to ensure shopper marketing execution
25. Putting the shopper into your marketing strategy
Part 3: Execution: what is shopper marketing in action?
26. Increasing shopper marketing profitability with innovative promotions
27. Nestlé Rossiya, Russia
28. Using emotional insight in shopper marketing
29. Winning shoppers with cause marketing
30. Tesco Fresh & Easy, USA
31. Shopper-oriented pricing strategies
32. Packaging can be your best investment
33. Six principles to drive effective packaging
34. How to maximize ROI with package promotions
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