Название: Shopper Marketing: How to Increase Purchase Decisions at the Point of SaleАвтор: Markus Stahlberg, Ville Maila
Издательство: Kogan Page
Год: 2010
ISBN: 9780749457020
Формат: pdf
Страниц: 240
Размер: 6,4 mb
Язык: English
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. According to a study by Deloitte, spending on shopper marketing has doubled since 2004. Procter & Gamble alone invests at least 500 million dollars a year in shopper marketing. Microsoft, IBM, Coca-Cola and Nestle all have their own shopper marketing units.
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].