| Document Type
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BL
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| Record Number
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1048150
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| Doc. No
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b802520
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| Title & Author
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Shopper marketing : : how to increase purchase decisions at the point of sale /\ editors, Markus Stahlberg and Ville Maila.
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| Publication Statement
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London ;Philadelphia :: Kogan Page,, ©2010.
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| Page. NO
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1 online resource (xi, 244 pages) :: illustrations
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| ISBN
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0749458771
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: 9780749458775
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0749457023
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9780749457020
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Science of shopping / Paco Underhill -- Point of view on shopper marketing / Gordon Pincott -- Shopper marketing: the discipline, the approach / Jim Lucas -- Seven steps towards effective shopper marketing / Luc Desmedt -- Bringing shopper into category management / Brian Harris -- Illogic inside the mind of the shopper / Michael Sansolo -- For shoppers there's no place like home / Harvey Hartman -- Shopper mega-trends: health, wellness and the environment / Sara Lubbers -- Understanding shoppers' complex decisions / Gerardine Padbury -- The three shopping currencies / Herb Sorensen -- Making your brand part of a shopper solution / Jon Kramer -- Connecting, engaging and exciting shoppers / Michael Morrison and Meg Mundell -- Tailing your shoppers: retailing for the future / AnnaMaria M. Turano -- Retail media: a catalyst for shopper marketing / Gwen Morrison -- Integrated communications planning for shopper marketing / David Sommer -- The conversion model for shopper research / Clemens Steckner -- In-store measurements for optimizing shopper marketing / Rajeev Sharma.
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The missing link: turning shopper insight into practice / Toon van Galen -- Capitalize on unrealized demand among shoppers / Al Wittemen -- The loyalty ecosystem within your shopper environment / Bryan Pearson -- Overcoming common mistakes in shopper-centric retailing / Brian Ross and Miguel Pereira -- Touching the elephant / Chris Hoyt -- Shopper marketing as a crucial part of retailer partnership / Antti Syväniemi -- Collaborating to ensure shopper marketing execution / John Wilkins -- Putting the shopper into your marketing strategy / Matt Nitzberg -- Increasing shopper marketing profitability with innovative promotions / Markus Ståhlberg -- Nestlé Rossiya, Russia / Lubov Kelbakh -- Using emotional insight in shopper marketing / Ken Barnett -- Winning shoppers with cause marketing / Susan Gaible and Carol Cropp -- Tesco Fresh & Easy, USA / Simon Uwins -- Shopper-oriented pricing strategies / Jon Hauptman -- Packaging can be your best investment / Russ Napolitano -- Six principles to drive effective packaging / Scott Young -- How to maximize ROI with package promotions / Ville Maila.
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| Abstract
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Shopper Marketing explores the subject of shopper marketing, which takes place in the store, aiming to turn shoppers into buyers at the point of purchase. The goal of shopper marketing is to influence purchase decisions when the customer is close to the product in the store. It is about the experience of shopping, the environment, the packaging, and the personalization of marketing.
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| Subject
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Advertising, Point-of-sale.
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Consumers-- Decision making.
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Marketing.
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Shopping-- Decision making.
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Advertising, Point-of-sale.
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BUSINESS ECONOMICS-- Advertising Promotion.
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Consumers-- Decision making.
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Marketing.
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| Subject
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Shopping-- Decision making.
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| Dewey Classification
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659.1/57
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| LC Classification
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HF5828.S73 2010eb
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| Added Entry
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Maila, Ville.
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Stahlberg, Markus.
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