Overview

Shopper Marketing explores the subject of shopper marketing, which takes places in the store, aiming to turn shoppers into buyers, at the point of purchase. The goal of shopper marketing is to influence purchase decisions when the shopper is close to the product in the store. Shopper marketing is a relatively new area of marketing, but the financial investments being made in the area are increasing each year. According to surveys, shopper marketing is growing even faster than internet advertising - doubling since 2004 and on track for an annual growth rate of 21% by 2010. Research has indicated that: - At least 70% of brand choices are made in the store - 68% of purchase decisions are not planned in advance - Only 5% of shoppers are loyal to one brand of the product group These results show that there is plenty of opportunity to influence and change shoppers' decisions at the time when they are actually doing the shopping - and this new title will show you exactly how to do this. Providing practical advice about shopper needs; retail environments; shopper trends; shopper marketing strategies; retailing relationships; effective packaging and much more, this book is a must-have for all sales and retail practitioners and students of marketing and sales.

Full Product Details

9780749457020

Table of Contents

Reviews

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

the book... is a collection of short articles by marketers, retailers and researchers. some of them are detailed and quite enjoyable, and they explore (admittedly through the lens of developed economies) the topic well. businessworld may 2010

Author Information

The book is compiled of articles written by 35 individual contributors from around the world. The editors are Markus Stahlberg and Ville Maila, who are the CEO and Planning Director of Phenomena Group Ltd. Phenomena Group was the first shopper marketing company to be founded in Europe.

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