Shopper marketing : how to increase purchase decisions at the point of sale 2nd ed.

Author

Additional Author(s)

• Maila, Ville
• Stahlberg, Markus

Publisher

London: Kogan Page, 2012

Language

English

ISBN

9780749464714

Series

Subject(s)

• ADVERTISING, POINT-OF-SALE
• SHOPPING-DECISION MAKING
• MARKETING
• CONSUMERS-DECISION MAKING

Notes

. Includes bibliographical references. Includes index (p. 277-282)

Abstract

"The aim of shopper marketing is to convert browsing shoppers into active purchasers at the point of sale. Although a relatively new area of marketing, it has attracted increased investment year on year - and according to surveys is growing even faster than internet advertising. Edited by two highly respected practitioners, Shopper Marketing demonstrates how marketers can influence the buying decision in-store, including practical advice on shopper needs and trends, retail environments, effective packaging and much more. The second edition has been fully updated and revised, with new material on shopper marketing in the international context and a new foreword by marketing guru Philip Kotler"--

Physical Dimension

Number of Page(s)

xii, 282 p.

Dimension

24 cm.

Other Desc.

ill.

Summary / Review / Table of Content

Part One. Definition: what is shopper marketing? --
Chapter 1. Science of shopping --
Chapter 2. Point of view on shopper marketing --
Chapter 3. Shopper marketing the discipline, the approach --
Chapter 4. Seven steps towards effective shopper marketing --
Chapter 5. Bringing shopper into category management --
Chapter 6. Science of shopping --
Chapter 7. Illogic inside the mind of the shopper --
Chapter 8. For shoppers there's no place like home --
Chapter 9. The three shopping currencies --
Chapter 10. The shopping motives of Chinese shoppers --
Part Two. Strategy: how to approach shopper marketing --
Chapter 11. Connecting, engaging and exciting shoppers --
Chapter 12. Tailing your shoppers retailing for the future --
Chapter 13. Retail media a catalyst for shopper marketing --
Chapter 14. Integrated communications planning for shopper marketing --
Chapter 15. The conversion model for shopper research --
Chapter 16. Internationalization of shopper marketing --
Chapter 17. Ensuring your brand gets on the shopping list --
Chapter 18. Bridging gaps retail in the emerging Indian market --
Chapter 19. The missing link turning shopper insight into practice. Chapter 20. Capitalize on unrealized demand among shoppers --
Chapter 21. Shopper promotions what can marketers learn from price discounts? --
Chapter 22. Marketing as a crucial part of retailer partnership --
Chapter 23. Touching the elephant --
Chapter 24. Future shock --
Chapter 25. Shopper marketing's true potential --
Chapter 26. Putting the shopper in your shopper marketing strategy --
Part Three. What is shopper marketing in action? --
Chapter 27. Improving shopper marketing profitability with innovative promotions --
Chapter 28. The circle of shopper marketing mechanization --
Chapter 29. Nestlé Rossiya, Russia --
Chapter 30. Connected shoppers are here, now --
but how do you connect with them? --
Chapter 31. Tesco Fresh & Easy, USA --
Chapter 32. Shopper-oriented pricing strategies --
Chapter 33. Packaging can be your best investment --
Chapter 34. The real power of brands in the digital world what marketers must know about the online shopping decision process --
Chapter 35. 'Too many choices' --
and their implications for package design --
Chapter 36. Maximizing ROI of package promotions.

Exemplar(s)

#	Accession No.	Call Number	Location	Status
1.	02879/16	659.157 Sho	Library - 7th Floor	Available