Shopper marketing : how to increase purchase decisions at the point of sale / editors: Markus Stahlberg & Ville Maila.
Contributor(s): Stahlberg, Markus | Maila, Ville.Material type: BookCall no.: HF5828 .S56 2012Publication: London : Kogan Page, 2012Edition: 2nd ed.Description: xi, 282 p. : ill.ISBN: 9780749464714 (hardback); 0749464712 (hardback).Subject(s): Advertising, Point-of-sale | Marketing | Consumers -- Decision making | Shopping -- Decision making
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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.
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