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New and growing, Shopper Marketing is one of the hottest trends in marketing today. It targets consumers while they are in the store and involves every aspect of the shopping experience, from promotions, displays and packaging to the store layout itself. According to a study by Deloitte, spending on shopper marketing has doubled since 2004. Procter & Gamble alone invests at least 500 million dollars a year in shopper marketing. Microsoft, IBM, Coca-Cola and Nestle all have their own shopper marketing units.
This book combines the perspectives of 35 internationally recognized shopper marketing experts, among them renowned author Paco Underhill. Its three sections include research into shopper behavior [Insights]; interviews with experts [Strategy] and case studies of successful shopper marketing activities [Practice].
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About the Author:
Primer for a new and growing area of marketing
Markus Stahlberg is the Group Managing Director of Phenomena Group in charge of the company’s global operations. Phenomena Group is an international shopper promotions agency operating in 22 countries around the world and working together with clients such as Nestlé, Pepsico, L’Oréal and Canon.
"About this title" may belong to another edition of this title.
- PublisherKogan Page
- Publication date2010
- ISBN 10 0749457023
- ISBN 13 9780749457020
- BindingHardcover
- Number of pages240
- EditorStahlberg Markus, Maila Ville
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