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…mehr
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.
Written by 35 experts from around the world and edited by Markus Stahlberg, CEO and Ville Maila, Planning Director, Phenomena Group Ltd. Phenomena Group was the first shopper marketing company to be founded in Europe and is the global leader in package promotions with more than 40 offices in over 40 countries.
Inhaltsangabe
Introduction Part One Definition: what is shopper marketing? 1. Science of shopping Paco Underhill Envirosell 2. Point of view on shopper marketing Gordon Pincott Millward Brown 3. Shopper marketing: the discipline the approach Jim Lucas Draftfcb 4. Seven steps towards effective shopper marketing Luc Desmedt LD & Co 5. Bringing shopper into category management Brian Harris Partnering Group 6. Science of shopping Gopi Krishnaswamy Insight Instore 7. Illogic inside the mind of the shopper Michael Sansolo Progressive Grocer 8. For shoppers there's no place like home Harvey Hartman The Hartman Group 9. The three shopping currencies Herb Sorensen TNS Global 10. The shopping motives of Chinese shoppers Kevin Mu U-SYS Sales and Marketing Part Two Strategy: how to approach 11. Connecting engaging and exciting shoppers Michael Morrison Monash University (Australia) and Meg Mundell researcher (Australia) 12. Tailing your shoppers: retailing for the future AnnaMaria M Turano MCAworks 13. Retail media: a catalyst for shopper marketing Gwen Morrison The Store 14. Integrated communications planning for shopper marketing David Sommer MEC Retail 15. The conversion model for shopper research Clemens Steckner g/d/p Research Group 16. Internalization of shopper marketing Ville Maila Phenomena Group 17. Ensuring your brand gets on the shopping list Robert Levy BrandSpark International 18. Bridging gaps: retail in the emerging Indian market Dheeraj Sinha Bates 19. The missing link: turning shopper insight into practice Toon van Galen Ratera & van Galen 20. Capitalize on unrealized demand among shoppers Al Wittemen TracyLocke 21. Shopper promotions: what can marketers learn from price discounts Markus Stahlberg Phenomena Group 22. Marketing as a crucial part of retailer partnership Antti Syvaniemi K-Plus Ltd 23. Touching the elephant Chris Hoyt Hoyt & Company 24. Future shock Ken Barnett MARS Advertising 25. Shopper marketing's true potential Dan Flint Shopper Marketing Forum University of Tennessee 26. Putting the shopper in your shopper marketing strategy Matt Nitzberg dunnhumbyUSA Part Three What is shopper marketing in action? 27. Improving shopper marketing profitability with innovative promotions Markus Stahlberg 28. The circle of shopper marketing mechanization Dick Blatt Planar World Consulting 29. Nestle Rossiya Russia Lubov Kelbakh Nestle Russia 30. Connected shoppers are here now - but how do you connect with them? Jason Rogers Catapult 31. Tesco Fresh & Easy USA Simon Uwins Tesco Fresh & Easy 32. Shopper-oriented pricing strategies Jon Hauptman Willard Bishop 33. Packaging can be your best investment Russ Napolitano Wallace Church Inc. 34. The real power brands in the digital world: what marketers must know about the online shopping decision process Juliano Marcilio Experian Marketing Services 35. "Too many choices" - and their implications for package design Scott Young Perception Research Services International 36. Maximizing ROI of package promotions Ville Maila
Introduction Part One Definition: what is shopper marketing? 1. Science of shopping Paco Underhill Envirosell 2. Point of view on shopper marketing Gordon Pincott Millward Brown 3. Shopper marketing: the discipline the approach Jim Lucas Draftfcb 4. Seven steps towards effective shopper marketing Luc Desmedt LD & Co 5. Bringing shopper into category management Brian Harris Partnering Group 6. Science of shopping Gopi Krishnaswamy Insight Instore 7. Illogic inside the mind of the shopper Michael Sansolo Progressive Grocer 8. For shoppers there's no place like home Harvey Hartman The Hartman Group 9. The three shopping currencies Herb Sorensen TNS Global 10. The shopping motives of Chinese shoppers Kevin Mu U-SYS Sales and Marketing Part Two Strategy: how to approach 11. Connecting engaging and exciting shoppers Michael Morrison Monash University (Australia) and Meg Mundell researcher (Australia) 12. Tailing your shoppers: retailing for the future AnnaMaria M Turano MCAworks 13. Retail media: a catalyst for shopper marketing Gwen Morrison The Store 14. Integrated communications planning for shopper marketing David Sommer MEC Retail 15. The conversion model for shopper research Clemens Steckner g/d/p Research Group 16. Internalization of shopper marketing Ville Maila Phenomena Group 17. Ensuring your brand gets on the shopping list Robert Levy BrandSpark International 18. Bridging gaps: retail in the emerging Indian market Dheeraj Sinha Bates 19. The missing link: turning shopper insight into practice Toon van Galen Ratera & van Galen 20. Capitalize on unrealized demand among shoppers Al Wittemen TracyLocke 21. Shopper promotions: what can marketers learn from price discounts Markus Stahlberg Phenomena Group 22. Marketing as a crucial part of retailer partnership Antti Syvaniemi K-Plus Ltd 23. Touching the elephant Chris Hoyt Hoyt & Company 24. Future shock Ken Barnett MARS Advertising 25. Shopper marketing's true potential Dan Flint Shopper Marketing Forum University of Tennessee 26. Putting the shopper in your shopper marketing strategy Matt Nitzberg dunnhumbyUSA Part Three What is shopper marketing in action? 27. Improving shopper marketing profitability with innovative promotions Markus Stahlberg 28. The circle of shopper marketing mechanization Dick Blatt Planar World Consulting 29. Nestle Rossiya Russia Lubov Kelbakh Nestle Russia 30. Connected shoppers are here now - but how do you connect with them? Jason Rogers Catapult 31. Tesco Fresh & Easy USA Simon Uwins Tesco Fresh & Easy 32. Shopper-oriented pricing strategies Jon Hauptman Willard Bishop 33. Packaging can be your best investment Russ Napolitano Wallace Church Inc. 34. The real power brands in the digital world: what marketers must know about the online shopping decision process Juliano Marcilio Experian Marketing Services 35. "Too many choices" - and their implications for package design Scott Young Perception Research Services International 36. Maximizing ROI of package promotions Ville Maila
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