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

ISBN-13: 9780749464714 / Angielski / Twarda / 2012 / 296 str.

Markus Stahlberg; Ville Maila

Opis

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, Nestle 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.