Shopper Marketing

Shopper Marketing How to Increase Purchase Decisions at the Point of Sale

Edited by Markus Stahlberg · Ville Maila
Kogan Page February 2012

Specifications

ISBN-13
9780749464714
Publisher
Kogan Page
Publication
February 2012
Format
Hardback , 296 pages
Jurisdiction
International ? Countri(es) for reference only

Details

Written by more than 35 experts from around the globe, Shopper Marketing shows the most effective ways of converting shoppers into buyers at the point of purchase.

The aim of shopper marketing is to convert browsing shoppers into active purchasers at the point of sale. Although a relatively new area of marketing, it has attracted increased investment year on year - and according to surveys is growing even faster than internet advertising. Edited by two highly respected practitioners, Shopper Marketingdemonstrates 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, with new material on shopper marketing in the international context and a new foreword by marketing guru Philip Kotler.

About the Author

Edited by Markus Stahlberg, CEO andVille 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.

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