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Strategic Shopper Marketing: Driving Shopper Conversion by Connecting the Route to Purchase with the Route to Market - Rilegato

Krentzel, Georg August

 
9780367192587: Strategic Shopper Marketing: Driving Shopper Conversion by Connecting the Route to Purchase with the Route to Market
Rilegato
ISBN 10: 0367192586 ISBN 13: 9780367192587
Casa editrice: Routledge, 2020

Sinossi

Strategic Shopper Marketing provides a uniquely strategic perspective on the “anything, anywhere, anytime” retail revolution.

Following the principles set out by leading global consultant Georg August Krentzel, a practitioner can connect shopper marketing principles with strategic concerns, aligning it with other disciplines like marketing, sales and distribution to connect their route to purchase with their route to market. Providing professionals with a theoretically well-founded understanding of shopper marketing, the book charts the history and development of shopper marketing and describes the newest developments and changes in the marketplace that impact how shoppers need to be activated to generate profitable sales and loyalty. The book presents a guideline with examples and numerous illustrations to develop successful shopper marketing strategies across different sales channels.

Focused on practice, but with solid theoretical foundations, practical insights and methodologies, and enriched with examples, this book is ideal for marketing practitioners at strategic levels looking to integrate shopper marketing principles into their organization, as well as for those less experienced practitioners learning the principles, and those in marketing education.

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Informazioni sull'autore

Georg August Krentzel is an expert in sales and distribution, marketing and shopper strategies with a PhD from the University of Economics and Business of Vienna. He is a former editor of the Bonnier Management Handbook in Sweden and author of books on international management and shopper marketing, as well as various articles.

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Editore
Routledge
Data di pubblicazione
2020
Lingua
Inglese
ISBN 10 
0367192586
ISBN 13 
9780367192587
Rilegatura
Copertina rigida
Numero edizione
1
Numero di pagine
184
Contatto del produttore
Taylor and Francis, GPSR Taylor and Francis
gpsr@taylorandfrancis.com

Taylor & Francis Verlag GmbH, Kaufingerstraße 24
München
80331
Germania