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Shopper Marketing
Book

Shopper Marketing

How to Increase Purchase Decisions at the Point of Sale

Kogan Page, 2010 more...


Editorial Rating

8

Qualities

  • Innovative
  • Applicable

Recommendation

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.

Take-Aways

  • //The increasingly comprehensive data the internet supplies about consumers makes “shopper marketing” possible.
  • Realizing that at least 20% of in-store purchases are unplanned, shopper marketers build sales by connecting with people inside stores as they make buying decisions.
  • Retailers control marketing to these on-site patrons. Suppliers must dance to their tune.

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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