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

by Markus Stahlberg and Ville Maila

Book Overview

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... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0749457023
• ISBN13: 9780749457020
• Release Date: February 2010
• Publisher: Kogan Page
• Length: 240 Pages
• Weight: 1.40 lbs.
• Dimensions: 0.9" x 6.0" x 9.0"

Customer Reviews

Interest for marketing veterans

The book is a collection of definitions, and insights on shopper marketing provided by the masterminds behind the top US retail marketing and advertising agencies. The chapters are totally disconnected, there is no link or continuity between one and the following. I personally don't mind it at all...but clearly this is a book for mktg experts. Ilaria Barion Author of 'Set the Stage for a Sale: Secrets to make your city dwelling irresistible, attract home shoppers, and sell fast in any market!'

To increase your sales, Shopper Marketing is the key

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.