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Edition numbering starts over again with the title change; the earlier edition is called sixth edition but is the first under the new title.

Edition numbering starts over again with the title change; the earlier edition is called sixth edition but is the first under the new title.

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...