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Full Description
Shopper Marketing details how marketers can influence the buying decision in-store. The 35 contributors from top companies around the world have packed the book with practical advice on shopper needs and trends, retail environments, effective packaging and much more to equip product and brand managers, packaging experts, merchandising specialists and more with the tools they need to be successful in this field of sales promotion.
The second edition of Shopper Marketing has been fully updated to include a new forward by marketing guru Philip Kotler and 12 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. New case studies from India, China, Brazil and Japan also add to the depth and breadth of the first edition.
Contents
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
