Shopper Marketing: How to Increase Purchase Decisions at the Point of SaleКНИГИ » БИЗНЕС И ЭКОНОМИКА
Название: Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale Автор: Markus Stahlberg, Ville Maila Издательство: Kogan Page Год: 2010 ISBN: 9780749457020 Формат: pdf Страниц: 240 Размер: 6,4 mb Язык: English
New and growing, Shopper Marketing is one of the hottest trends in marketing today. It targets consumers while they are in the store and involves every aspect of the shopping experience, from promotions, displays and packaging to the store layout itself. According to a study by Deloitte, spending on shopper marketing has doubled since 2004. Procter & Gamble alone invests at least 500 million dollars a year in shopper marketing. Microsoft, IBM, Coca-Cola and Nestle all have their own shopper marketing units.
This book combines the perspectives of 35 internationally recognized shopper marketing experts, among them renowned author Paco Underhill. Its three sections include research into shopper behavior [Insights]; interviews with experts [Strategy] and case studies of successful shopper marketing activities [Practice].
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Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale 
