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by Ståhlberg, Markus; Maila, Ville | HC | Good
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eBay-Artikelnr.:145617425547
Artikelmerkmale
- Artikelzustand
- Gut
- Hinweise des Verkäufers
- Binding
- Hardcover
- Weight
- 1 lbs
- Product Group
- Book
- IsTextBook
- No
- ISBN
- 9780749464714
- Publication Year
- 2012
- Type
- Textbook
- Format
- Hardcover
- Language
- English
- Publication Name
- Shopper Marketing : How to Increase Purchase Decisions at the Point of Sale
- Item Height
- 0.9in
- Item Length
- 9.4in
- Publisher
- Kogan Page, The Limited
- Item Width
- 6.5in
- Item Weight
- 21.2 Oz
- Number of Pages
- 296 Pages
Über dieses Produkt
Product Information
Shopper Marketing explores the subject of focused marketing initiatives aimed at browsers and shoppers who are in-store and can be influenced in their final buying decisions. Now with a new foreword by Philip Kotler this second edition features 12 brand new articles that reflect the current changes in the fast growing area, focusing specifically on the international scope, the online presence and the future of shopper marketing. Written by 35 experts from top companies around the world including dunnhumbyUSA, Millward Brown, Tesco's Fresh & Easy, MARS Advertising, Nestle and author, CEO and president of Envirosell, Paco Underhilll, Shopper Marketing shows the most effective ways of converting shoppers into buyers at the point of purchase. Surveys point out that shopper marketing is growing even faster than internet advertising and research has indicated that: - at least 70% of brand choices are made in the store - over two-thirds of purchase decisions are not planned in advance - only 5% of shoppers are loyal to one brand within a product group Providing practical advice about shopper needs and trends, retail environments, shopper marketing strategies and much more, this accessible title is a must-have for all marketing, sales and retail practitioners, as well as students of sales and marketing.
Product Identifiers
Publisher
Kogan Page, The Limited
ISBN-10
0749464712
ISBN-13
9780749464714
eBay Product ID (ePID)
108231577
Product Key Features
Publication Name
Shopper Marketing : How to Increase Purchase Decisions at the Point of Sale
Format
Hardcover
Language
English
Publication Year
2012
Type
Textbook
Number of Pages
296 Pages
Dimensions
Item Length
9.4in
Item Height
0.9in
Item Width
6.5in
Item Weight
21.2 Oz
Additional Product Features
Lc Classification Number
Hf5828.S73 2012
Edition Number
2
Reviews
"A fantastic read - no matter who you are in the organization." - Darren Marshall , Vice President, Global Customer & Shopper Marketing, The Coca Cola Company Praise for the previous edition: Selected as one of the Top 30 Business Books of 2010 by Soundview Executive Book Summaries "If your product or brand is sold in a retail environment, you'll find plenty of insights and opinions in Shopper Marketing." - Roger Dooley, Neurosciencemarketing.com "A must-read for all marketing, sales and retail practitioners, as well as for students of sales and marketing." - Soundview Executive Book Summaries "An impressive lineup of 35 contributors." - Bill Schober , editorial director at In-Store Marketing Institute "If your product or brand is sold in a retail environment, you'll find plenty of insights and opinions in Shopper Marketing . With more than two-thirds of brand choices made in the store, one can't afford to ignore that environment." -- neurosciencemarketing.com , "A fantastic read - no matter who you are in the organization." - Darren Marshall , Vice President, Global Customer & Shopper Marketing, The Coca Cola Company Praise for the previous edition: "If your product or brand is sold in a retail environment, you'll find plenty of insights and opinions in Shopper Marketing." - Roger Dooley, Neurosciencemarketing.com "A must-read for all marketing, sales and retail practitioners, as well as for students of sales and marketing." - Soundview Executive Book Summaries "An impressive lineup of 35 contributors." - Bill Schober , editorial director at In-Store Marketing Institute, "A fantastic read - no matter who you are in the organization." - Darren Marshall , Vice President, Global Customer & Shopper Marketing, The Coca Cola Company "...[T]he book does a good job of providing different conceptual frameworks for extending shopper marketing practices across many retail segments, offline and online." --Brick Meets Click Praise for the previous edition: Selected as one of the Top 30 Business Books of 2010 by Soundview Executive Book Summaries "If your product or brand is sold in a retail environment, you'll find plenty of insights and opinions in Shopper Marketing." - Roger Dooley, Neurosciencemarketing.com "A must-read for all marketing, sales and retail practitioners, as well as for students of sales and marketing." - Soundview Executive Book Summaries "An impressive lineup of 35 contributors." - Bill Schober , editorial director at In-Store Marketing Institute, Praise for the previous edition: - "If your product or brand is sold in a retail environment, you'll find plenty of insights and opinions in Shopper Marketing." - Roger Dooley, Neurosciencemarketing.com - "A must-read for all marketing, sales and retail practitioners, as well as for students of sales and marketing." - Soundview Executive Book Summaries, Praise for the previous edition: - "If your product or brand is sold in a retail environment, you'll find plenty of insights and opinions in Shopper Marketing." - Roger Dooley , Neurosciencemarketing.com - "A must-read for all marketing, sales and retail practitioners, as well as for students of sales and marketing." - Soundview Executive Book Summaries, "A fantastic read - no matter who you are in the organization." - Darren Marshall , Vice President, Global Customer & Shopper Marketing, The Coca Cola Company Praise for the previous edition: "If your product or brand is sold in a retail environment, you'll find plenty of insights and opinions in Shopper Marketing." - Roger Dooley, Neurosciencemarketing.com "A must-read for all marketing, sales and retail practitioners, as well as for students of sales and marketing." - Soundview Executive Book Summaries, "A fantastic read - no matter who you are in the organization." -- Darren Marshall , Vice President, Global Customer & Shopper Marketing, The Coca Cola Company "[T]he book does a good job of providing different conceptual frameworks for extending shopper marketing practices across many retail segments, offline and online." --Brick Meets Click Praise for the previous edition: Selected as one of the Top 30 Business Books of 2010 by Soundview Executive Book Summaries "If your product or brand is sold in a retail environment, you'll find plenty of insights and opinions in Shopper Marketing." -- Roger Dooley, Neurosciencemarketing.com "A must-read for all marketing, sales and retail practitioners, as well as for students of sales and marketing." -- Soundview Executive Book Summaries "An impressive lineup of 35 contributors." -- Bill Schober , editorial director at In-Store Marketing Institute
Table of Content
00: Introduction; ONE: Definition: what is shopper marketing?; 01: Science of shopping - Paco Underhill; 02: Point of view on shopper marketing - Gordon Pincott; 03: Shopper marketing: the discipline, the approach - Jim Lucas; 04: Seven steps towards effective shopper marketing - Luc Desmedt; 05: Bringing shopper into category management - Brian Harris; 06: Science of shopping - Gopi Krishnaswamy; 07: Illogic inside the mind of the shopper - Michael Sansolo; 08: For shoppers there's no place like home - Harvey Hartman; 09: The three shopping currencies - Herb Sorensen; 10: The shopping motives of Chinese shoppers - Kevin Mu; TWO: Strategy: how to approach shopper marketing; 11: Connecting, engaging and exciting shoppers - Michael Morrison and Meg Mundell; 12: Tailing your shoppers: retailing for the future - AnnaMaria M Turano; 13: Retail media: a catalyst for shopper marketing - Gwen Morrison; 14: Integrated communications planning for shopper marketing - David Sommer; 15: The conversion model for shopper research - Clemens Steckner; 16: Internationalization of shopper marketing - Ville Maila; 17: Ensuring your brand gets on the shopping list - Robert Levy; 18: Bridging gaps: retail in the emerging Indian market - Dheeraj Sinha; 19: The missing link: turning shopper insight into practice - Toon van Galen; 20: Capitalize on unrealized demand among shoppers - Al Wittemen; 21: Shopper promotions: what can marketers learn from price discounts - Markus Ståhlberg; 22: Marketing as a crucial part of retailer partnership - Antti Syväniemi; 23: Touching the elephant - Chris Hoyt; 24: Future shock - Ken Barnett; 25: Shopper marketing's true potential - Dan Flint; 26: Putting the shopper in your shopper marketing strategy - Matt Nitzberg; THREE: What is shopper marketing in action?; 27: Improving shopper marketing profitability with innovative promotions - Markus Ståhlberg; 28: The circle of shopper marketing mechanization - Dick Blatt; 29: Nestlé Rossiya, Russia - Lubov Kelbakh; 30: Connected shoppers are here, now - but how do you connect with them? - Jason Rogers; 31: Tesco Fresh & Easy, USA - Simon Uwins; 32: Shopper-oriented pricing strategies - Jon Hauptman; 33: Packaging can be your best investment - Russ Napolitano; 34: The real power of brands in the digital world: what marketers must know about the online shopping decision process - Juliano Marcilio; 35: 'Too many choices' - and their implications for package design - Scott Young; 36: Maximizing ROI of package promotions - Ville Maila
Copyright Date
2012
Topic
Marketing / General, Consumer Behavior, Advertising & Promotion
Lccn
2011-031264
Dewey Decimal
659.1/57
Intended Audience
College Audience
Dewey Edition
23
Illustrated
Yes
Genre
Business & Economics
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