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Shopper marketing : how to increase purchase decisions at the point of sale

Author: Markus Stahlberg; Ville Maila
Publisher: London ; Philadelphia : Kogan Page, ©2010.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"The aim of shopper marketing is to turn shoppers into buyers at the point of purchase. A relatively new area of marketing, it is attracting increased investment year on year-according to surveys is growing even faster than internet advertising, with an expected annual growth rate 21 per cent by 2010. Researh has shown that there is plenty of opportunity to influence customer's decision making in the store, so there  Read more...
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Genre/Form: Aufsatzsammlung
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Markus Stahlberg; Ville Maila
ISBN: 9780749457020 0749457023
OCLC Number: 320800138
Description: xi, 244 pages : illustrations ; 24 cm
Contents: Science of shopping / Paco Underhill --
Point of view on shopper marketing / Gordon Pincott --
Shopper marketing: the discipline, the approach / Jim Lucas --
Seven steps towards effective shopper marketing / Luc Desmedt --
Bringing shopper into category management / Brian Harris --
Illogic inside the mind of the shopper / Michael Sansolo --
For shoppers there's no place like home / Harvey Hartman --
Shopper mega-trends: health, wellness and the environment / Sara Lubbers --
Understanding shoppers' complex decisions / Gerardine Padbury --
The three shopping currencies / Herb Sorensen --
Making your brand part of a shopper solution / Jon Kramer --
Connecting, engaging and exciting shoppers / Michael Morrison and Meg Mundell --
Tailing your shoppers: retailing for the future / AnnaMaria M. Turano --
Retail media: a catalyst for shopper marketing / Gwen Morrison --
Integrated communications planning for shopper marketing / David Sommer --
The conversion model for shopper research / Clemens Steckner --
In-store measurements for optimizing shopper marketing / Rajeev Sharma. The missing link: turning shopper insight into practice / Toon van Galen --
Capitalize on unrealized demand among shoppers / Al Wittemen --
The loyalty ecosystem within your shopper environment / Bryan Pearson --
Overcoming common mistakes in shopper-centric retailing / Brian Ross and Miguel Pereira --
Touching the elephant / Chris Hoyt --
Shopper marketing as a crucial part of retailer partnership / Antti Syväniemi --
Collaborating to ensure shopper marketing execution / John Wilkins --
Putting the shopper into your marketing strategy / Matt Nitzberg --
Increasing shopper marketing profitability with innovative promotions / Markus Ståhlberg --
Nestlé Rossiya, Russia / Lubov Kelbakh --
Using emotional insight in shopper marketing / Ken Barnett --
Winning shoppers with cause marketing / Susan Gaible and Carol Cropp --
Tesco Fresh & Easy, USA / Simon Uwins --
Shopper-oriented pricing strategies / Jon Hauptman --
Packaging can be your best investment / Russ Napolitano --
Six principles to drive effective packaging / Scott Young --
How to maximize ROI with package promotions / Ville Maila.
Responsibility: editors, Markus Stahlberg and Ville Maila.

Abstract:

Shopper Marketing explores the subject of shopper marketing, which takes place in the store, aiming to turn shoppers into buyers at the point of purchase. The goal of shopper marketing is to  Read more...

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"The range of articles in this book will allow both beginners and experts to catch up with the lastest thinking and best practices." Matt Nitzberg, dunhummbyUSA, June 2010

 
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