"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 per cent by 2010. Research has indicated that: at least 70 per cent of brand choices are made in the store; 68 per cent of purchase decisions are not planned in advance; and, only 5 per cent 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.
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Shopper Marketing explores the subject of shopper marketing, which takes place 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 customer is close to the product in the store. It is about the experience of shopping, the environment, the packaging, and the personalization of marketing.About the Author:
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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Descrizione libro Kogan Page, 2010. Hardcover. Condizione libro: New. Codice libro della libreria DADAX0749457023
Descrizione libro Kogan Page, 2010. Condizione libro: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: New and growing, Shopper Marketing is one of the hottest trends in marketing today. It targets consumers while they are in the store and involves every aspect of the shopping experience, from promotions, displays and packaging to the store layout itself. This book combines the perspectives of 35 internationally recognized shopper marketing experts, among them renowned author Paco Underhill. Its three sections include research into shopper behavior [Insights]; interviews with experts [Strategy] and case studies of successful shopper marketing activities [Practice]. Codice libro della libreria ABE_book_new_0749457023
Descrizione libro Kogan Page, 2010. Hardcover. Condizione libro: New. HARDCOVER, BRAND NEW, Perfect Shape, No Black Remainder Mark,Fast Shipping With Online Tracking, International Orders shipped Global Priority Air Mail, All orders handled with care and shipped promptly in secure packaging, we ship Mon-Sat and send shipment confirmation emails. Our customer service is friendly, we answer emails fast, accept returns and work hard to deliver 100% Customer Satisfaction!. Codice libro della libreria 9039674
Descrizione libro Kogan Page, 2010. Hardcover. Condizione libro: New. book. Codice libro della libreria 0749457023
Descrizione libro Condizione libro: Brand New. Book Condition: Brand New. Codice libro della libreria 97807494570201.0
Descrizione libro Kogan Page, 2010. Hardcover. Condizione libro: New. Codice libro della libreria P110749457023