Synopsis
This book offers a different take on shopper marketing: using insights from neuromarketing, it explores how the shopping brain works, and how these insights can be used to develop more effective shopper marketing strategies and tactics. Part 1 presents the neuromarketing foundation that modern shopper marketing is based on and outlines an easy to follow, eight step framework for developing effective shopper marketing strategies. Part 2 adds colour with a collection of case examples designed to get your creative juices flowing when you are looking for big new shopper marketing ideas. This book is for you if you want to develop a leading-edge shopper marketing capability or to review – and possibly update - your current shopper marketing practice. Carl MacInnes is a senior executive responsible for global shopper marketing practice at Fonterra, the world’s largest dairy exporter. Dr Peter Steidl is a marketing consultant and neuromarketing expert who has worked with leading corporations in 20 countries on five continents.
About the Author
Carl MacInnes Carl is a shopper marketing expert, having worked for leading organizations in Asia, the Americas and Europe. He currently works with Fonterra, the world's largest dairy exporter, as General Manager Shopper Category & Retail Development- Global Brands and Nutrition. He is responsible for guiding and developing shopper marketing initiatives in key markets where Fonterra is building billion dollar brands. His remit spans the development of shopper marketing activities, the de-risking of strategies and initiatives, the evaluation of shopper marketing programs and the development of shopper marketing expertise at the grassroots level. Carl is an advocate of neuroscience-based methodologies and regularly reviews the latest neuroscience insights, translating relevant concepts into shopper marketing initiatives. One of the key challenges Carl faces is to take shopper marketing from price-related initiatives to non-price based strategies and concepts utilizing his understanding of associative and motivational primes. He has delivered keynote addresses, workshops and seminars around the world, contributing to advancing shopper marketing practice, advanced category management and big data analytics. Dr Peter Steidl Peter has lived in Austria, Germany, the United Kingdom and Australia and has carried out assignments in 20 countries on five continents. His clients include a number of Fortune Global 100 corporations, start-up companies, professional services firms, and federal and state government agencies. He has an MBA and PhD from Vienna University and has served on the permanent staff of Vienna and Adelaide University, taught in the MBA program and held a Visiting Adjunct Professorship at Curtin University in Perth. Peter has conducted workshops and seminars and delivered keynote addresses and papers at international and local conferences, and has conducted staff development programs with agencies and client marketing departments. His recent publications include Neuromarketing Essentials, 2016; Brand Vision Archetypes, with Kim Boehm, 2016; Neuromarketing for Dummies, with Stephen J. Genco and Andrew P. Pohlmann, Wiley, 2013. Peter's articles, interviews and commentaries have appeared in journals, trade publications, radio and TV interviews in Australia, Austria, Belgium, Denmark, Germany, Hong Kong, Iran, Singapore, Turkey, the United Kingdom and the United States. Peter can be contacted at peter@neurothinking.com
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