Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale

ISBN 10: 0749457023 / ISBN 13: 9780749457020

Published by Kogan Page, 2010

About this Item

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Bibliographic Details

• Title: Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale
• Publisher: Kogan Page
• Publication Date: 2010
• Language: English
• ISBN 10: 0749457023
• ISBN 13: 9780749457020
• Binding: hardcover
• Condition: Very Good

About this title

Synopsis

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].

About the Authors

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.

Ville Maila is Planning Director of Phenomena Group Ltd, the first shopper marketing company in Europe.