Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale - Rilegato

Rilegato

ISBN 10: 0749464712 ISBN 13: 9780749464714

Casa editrice: Kogan Page Ltd, 2012

Riassunto

Shopper Marketing explores the subject of focused marketing initiatives aimed at browsers and shoppers who are in-store and can be influenced in their final buying decisions. Now with a new foreword by Philip Kotler this second edition features 12 brand new articles that reflect the current changes in the fast growing area, focusing specifically on the international scope, the online presence and the future of shopper marketing.

Written by 35 experts from top companies around the world including dunnhumbyUSA, Millward Brown, Tesco’s Fresh & Easy, MARS Advertising, Nestlé and author, CEO and president of Envirosell, Paco Underhilll, Shopper Marketing shows the most effective ways of converting shoppers into buyers at the point of purchase.

Surveys point out that shopper marketing is growing even faster than internet advertising and research has indicated that:

· at least 70% of brand choices are made in the store
· over two-thirds of purchase decisions are not planned in advance
· only 5% of shoppers are loyal to one brand within a product group

Providing practical advice about shopper needs and trends, retail environments, shopper marketing strategies and much more, this accessible title is a must-have for all marketing, sales and retail practitioners, as well as students of sales and marketing.

Su questo libro

Recensione:

"A fantastic read - no matter who you are in the organization" (Darren Marshall, Vice President, Global Customer & Shopper Marketing, The Coca Cola Company)

Descrizione del libro:

Details how shopper marketing works, outlines its benefits and explains how to implement it

Includes savvy insights from those on the front lines of retailing

Looks at shoppers from multiple perspectives to help you make better marketing investments

Su questa edizione

• Editore: Kogan Page Ltd
• Data di pubblicazione: 2012
• ISBN 10: 0749464712
• ISBN 13: 9780749464714
• Rilegatura: Copertina rigida
• Numero edizione: 2
• Numero di pagine: 282
• Redattore: Stahlberg Markus, Maila Ville