Summary of Shopper Marketing

How to Increase Purchase Decisions at the Point of Sale

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Shopper Marketing book summary
At last, marketing gets around to focusing on the real power source: the shopper.


8 Overall

8 Applicability

8 Innovation

7 Style


Shopper marketing is a rapidly growing concept in sales promotion, but how can you put it to work? Marketing consultants and editors Markus Ståhlberg and Ville Maila, and 35 other shopper-marketing experts, offer almost three dozen essays that detail how this tactic works, outline its benefits and explain how to implement it. getAbstract strongly recommends this definitive shopper-marketing resource. Its mix of savvy insights and suggestions from those on the front lines of retailing will appeal to product and brand managers, packaging experts, display designers, merchandising specialists, retail and manufacturing marketing and sales executives, as well as students of marketing, merchandising and selling.

In this summary, you will learn

  • What “shopper marketing” is
  • How it changes promotional thinking
  • What tactics a shopper-marketing program should use to be effective


The New Emphasis on Shopper Marketing
Shopper marketing, Wikipedia says, means “understanding how one’s target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to the benefit of all stakeholders, defined as brands, consumers, retailers and...
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About the Authors

Editors Markus Ståhlberg and Ville Maila are CEO and planning director, respectively, of the Phenomena Group, a large, European shopper-marketing consultancy.

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