Shopper Marketing – How to Increase Purchase Decisions at the Point of Sale
Autor Markus Ståhlberg, Ville Mailaen Limba Engleză Hardback – 2 feb 2012
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."
Preț: 314.00 lei
Nou
Puncte Express: 471
Preț estimativ în valută:
60.11€ • 62.48$ • 49.84£
60.11€ • 62.48$ • 49.84£
Carte tipărită la comandă
Livrare economică 05-19 februarie 25
Preluare comenzi: 021 569.72.76
Specificații
ISBN-13: 9780749464714
ISBN-10: 0749464712
Pagini: 296
Dimensiuni: 165 x 240 x 25 mm
Greutate: 0.63 kg
Ediția:2nd edition.
Editura: Kogan Page
ISBN-10: 0749464712
Pagini: 296
Dimensiuni: 165 x 240 x 25 mm
Greutate: 0.63 kg
Ediția:2nd edition.
Editura: Kogan Page
Descriere
Edited by two highly respected practitioners, "Shopper Marketing" demonstrates how marketers can influence the buying decision in store, including practical advice on shopper needs and trends, retail environments, effective packaging, and much more. The second edition has been fully updated and revised.
Cuprins
Chapter - 00: Introduction; Section - ONE: Definition: what is shopper marketing?; Chapter - 01: Science of shopping - Paco Underhill; Chapter - 02: Point of view on shopper marketing - Gordon Pincott; Chapter - 03: Shopper marketing: the discipline, the approach - Jim Lucas; Chapter - 04: Seven steps towards effective shopper marketing - Luc Desmedt; Chapter - 05: Bringing shopper into category management - Brian Harris; Chapter - 06: Science of shopping - Gopi Krishnaswamy; Chapter - 07: Illogic inside the mind of the shopper - Michael Sansolo; Chapter - 08: For shoppers there's no place like home - Harvey Hartman; Chapter - 09: The three shopping currencies - Herb Sorensen; Chapter - 10: The shopping motives of Chinese shoppers - Kevin Mu; Section - TWO: Strategy: how to approach shopper marketing; Chapter - 11: Connecting, engaging and exciting shoppers - Michael Morrison and Meg Mundell; Chapter - 12: Tailing your shoppers: retailing for the future - AnnaMaria M Turano; Chapter - 13: Retail media: a catalyst for shopper marketing - Gwen Morrison; Chapter - 14: Integrated communications planning for shopper marketing - David Sommer; Chapter - 15: The conversion model for shopper research - Clemens Steckner; Chapter - 16: Internationalization of shopper marketing - Ville Maila; Chapter - 17: Ensuring your brand gets on the shopping list - Robert Levy; Chapter - 18: Bridging gaps: retail in the emerging Indian market - Dheeraj Sinha; Chapter - 19: The missing link: turning shopper insight into practice - Toon van Galen; Chapter - 20: Capitalize on unrealized demand among shoppers - Al Wittemen; Chapter - 21: Shopper promotions: what can marketers learn from price discounts - Markus Ståhlberg; Chapter - 22: Marketing as a crucial part of retailer partnership - Antti Syväniemi; Chapter - 23: Touching the elephant - Chris Hoyt; Chapter - 24: Future shock - Ken Barnett; Chapter - 25: Shopper marketing's true potential - Dan Flint; Chapter - 26: Putting the shopper in your shopper marketing strategy - Matt Nitzberg; Section - THREE: What is shopper marketing in action?; Chapter - 27: Improving shopper marketing profitability with innovative promotions - Markus Ståhlberg; Chapter - 28: The circle of shopper marketing mechanization - Dick Blatt; Chapter - 29: Nestlé Rossiya, Russia - Lubov Kelbakh; Chapter - 30: Connected shoppers are here, now - but how do you connect with them? - Jason Rogers; Chapter - 31: Tesco Fresh & Easy, USA - Simon Uwins; Chapter - 32: Shopper-oriented pricing strategies - Jon Hauptman; Chapter - 33: Packaging can be your best investment - Russ Napolitano; Chapter - 34: The real power of brands in the digital world: what marketers must know about the online shopping decision process - Juliano Marcilio; Chapter - 35: 'Too many choices' - and their implications for package design - Scott Young; Chapter - 36: Maximizing ROI of package promotions - Ville Maila