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The guitarists' guitarist and the songwriters' songwriter, the legendary Bert Jansch has influenced diverse stars. Born in Edinburgh in 1943, Jansch became an inspirational and pioneering figure during Britain's 'folk revival' of the 1960s. In 1967, he formed folk/jazz fusion band Pentangle with John Renbourn and enjoyed international success.

After years of simply advertising to consumers, research showed the existence of an entirely new type of "super consumer." These very important people could be targeted by entirely different media. It appeared they actually took the purchase decisions for many more people based on very different motivations. The researchers called these very important consumers "shoppers." Reaching and influencing them became known as shopper marketing. Some time later, further research showed these shoppers were seriously hampered by retailer supply chain delivering only average space and demand management...

The journey to purchase for the family shop or the B2B buyer is impacted by media, advice, packaging and trial. The sales and marketing challenge is what to say, and where to say it. Shoppernomics, based on research and case studies from US and UK, examines the path taken by the potential buyer. The authors describe the key drivers and barriers on the journey to purchase. They identify the need to get key messages, key partners and key media all working together, and a framework for success. The authors challenge the budget split between sales and marketing as possibly the largest barrier to...