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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, Nestlé 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.
- Sales Rank: #1228361 in Books
- Brand: Brand: Kogan Page
- Published on: 2012-04-15
- Original language: English
- Number of items: 1
- Dimensions: 9.54" h x 1.09" w x 6.35" l, 1.39 pounds
- Binding: Hardcover
- 296 pages
- Used Book in Good Condition
Review
Marketers looking for ways to influence buying decisions in-store; retail managers; product managers looking to build product profile; students taking marketing courses.
"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
About the Author
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.
Most helpful customer reviews
8 of 9 people found the following review helpful.
Needed a lot more polish and vision
By Edward E. Rigdon
There are probably some gems scattered within the text of this book, but they are hard to find. The book is a collection of contributions from various consultants. You know how it goes . . . "shopper marketing" is a hot topic right now, just like "customer relationship management" was at one point, so consultants rush to re-label whatever they are doing so that it fits under the hot topic.
There seems to have been little quality control, beyond copyediting, and not much in the way of a unifying vision. If you really want to learn about "shopper marketing," like I did, you probably won't learn much from this volume. Even the section headed, "What is Shopper Marketing?" doesn't actually define shopper marketing. Overall, this volume was really a disapointment to me.
7 of 9 people found the following review helpful.
To increase your sales, Shopper Marketing is the key
By Ruokonen Janne
Brands are chosen at the point of purchase and that's where you need to focus your marketing efforts. You can invest a lot of money on advertising and brand awareness, only to see the competition lure the consumer away at the last minute with clever packaging and cost efficient promotions! This is the key message of the Shopper Marketing book, driven home with facts and studies about real consumer behavior.
If you want to get smart about your marketing investments, you cannot ignore the power of shopper marketing strategies. Shopper Marketing provides you with the understanding and practical toolbox to improve your sales.
But what is Shopper Marketing? It is a relatively unknown area of marketing with the purpose of converting shoppers into buyers the very moment they make the purchase decision - at the point of purchase on the shop-floor of a supermarket or a convenience store, for example. Since consumers make most of the purchase decisions in the store, Shopper Marketing with its various promotional strategies and innovative tactics has a huge impact on which brands the consumers actually end up choosing.
With over thirty contributors, covering complete span from strategy to implementation, the Shopper Marketing book is destined to become the standard reference work on this new field of marketing.
5 of 6 people found the following review helpful.
At last, marketing gets around to the shopper
By Rolf Dobelli
Shopper marketing is a rapidly growing concept in sales promotion, but how can you put it to work? Marketing consultants and editors Markus Ståhlberg and Ville Maila, and 35 other shopper-marketing experts, offer almost three dozen essays that detail how this tactic works, outline its benefits and explain how to implement it. getAbstract strongly recommends this definitive shopper-marketing resource. Its mix of savvy insights and suggestions from those on the front lines of retailing will appeal to product and brand managers, packaging experts, display designers, merchandising specialists, retail and manufacturing marketing and sales executives, as well as students of marketing, merchandising and selling.
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