Shopper marketing : how to increase purchase decisions at the point of sale /

"The aim of shopper marketing is to convert browsing shoppers into active purchasers at the point of sale. Although a relatively new area of marketing, it has attracted increased investment year on year - and according to surveys is growing even faster than internet advertising. Edited by two h...

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Bibliographic Details
Main Author:	Stahlberg, Markus
Other Authors:	Maila, Ville
Format:	eBook
Language:	English
Published:	London ; Philadelphia : Kogan Page, 2012.
Edition:	2nd ed.
Subjects:	Advertising, Point-of-sale. Marketing. Consumers > Decision making. Shopping > Decision making. Electronic books.
Online Access:	Connect to the full text of this electronic book

Table of Contents:

Part One. Definition: what is shopper marketing?
Chapter 1. Science of shopping
Chapter 2. Point of view on shopper marketing
Chapter 3. Shopper marketing the discipline, the approach
Chapter 4. Seven steps towards effective shopper marketing
Chapter 5. Bringing shopper into category management
Chapter 6. Science of shopping
Chapter 7. Illogic inside the mind of the shopper
Chapter 8. For shoppers there's no place like home
Chapter 9. The three shopping currencies
Chapter 10. The shopping motives of Chinese shoppers
Part Two. Strategy: how to approach shopper marketing
Chapter 11. Connecting, engaging and exciting shoppers
Chapter 12. Tailing your shoppers retailing for the future
Chapter 13. Retail media a catalyst for shopper marketing
Chapter 14. Integrated communications planning for shopper marketing
Chapter 15. The conversion model for shopper research
Chapter 16. Internationalization of shopper marketing
Chapter 17. Ensuring your brand gets on the shopping list
Chapter 18. Bridging gaps retail in the emerging Indian market
Chapter 19. The missing link turning shopper insight into practice
Chapter 20. Capitalize on unrealized demand among shoppers
Chapter 21. Shopper promotions what can marketers learn from price discounts?
Chapter 22. Marketing as a crucial part of retailer partnership
Chapter 23. Touching the elephant
Chapter 24. Future shock
Chapter 25. Shopper marketing's true potential
Chapter 26. Putting the shopper in your shopper marketing strategy
Part Three. What is shopper marketing in action?
Chapter 27. Improving shopper marketing profitability with innovative promotions
Chapter 28. The circle of shopper marketing mechanization
Chapter 29. Nestlé Rossiya, Russia
Chapter 30. Connected shoppers are here, now--but how do you connect with them?
Chapter 31. Tesco Fresh & Easy, USA
Chapter 32. Shopper-oriented pricing strategies
Chapter 33. Packaging can be your best investment
Chapter 34. The real power of brands in the digital world what marketers must know about the online shopping decision process
Chapter 35. 'Too many choices'--and their implications for package design
Chapter 36. Maximizing ROI of package promotions.