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

Markus Ståhlberg
3.8 out of 5 stars  See all reviews (6 customer reviews)

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Hardcover, 3 Nov 2009 --  
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There is a newer edition of this item:
Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale 3.8 out of 5 stars (6)
£25.49
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Book Description

3 Nov 2009

Shopper Marketing explores the subject of shopper marketing, which takes places in the store, aiming to turn shoppers into buyers, at the point of purchase. The goal of shopper marketing is to influence purchase decisions when the shopper is close to the product in the store. Shopper marketing is a relatively new area of marketing, but the financial investments being made in the area are increasing each year. According to surveys, shopper marketing is growing even faster than internet advertising - doubling since 2004 and on track for an annual growth rate of 21% by 2010.

Research has indicated that:

- At least 70% of brand choices are made in the store

- 68% of purchase decisions are not planned in advance

- Only 5% of shoppers are loyal to one brand of the product group

These results show that there is plenty of opportunity to influence and change shoppers' decisions at the time when they are actually doing the shopping - and this new title will show you exactly how to do this. Providing practical advice about shopper needs; retail environments; shopper trends; shopper marketing strategies; retailing relationships; effective packaging and much more, this book is a must-have for all sales and retail practitioners and students of marketing and sales.



Product details

  • Hardcover: 256 pages
  • Publisher: Kogan Page (3 Nov 2009)
  • Language: English
  • ISBN-10: 0749457023
  • ISBN-13: 978-0749457020
  • Product Dimensions: 23.8 x 16.1 x 2.4 cm
  • Average Customer Review: 3.8 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Bestsellers Rank: 756,364 in Books (See Top 100 in Books)

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Product Description

Review

"The range of articles in this book will allow both beginners and experts to catch up with the lastest thinking and best practices." Matt Nitzberg, dunhummbyUSA, June 2010

Book Description

Shopper Marketing explores the subject of shopper marketing, which takes place in the store, aiming to turn shoppers into buyers at the point of purchase. The goal of shopper marketing is to influence purchase decisions when the customer is close to the product in the store. It is about the experience of shopping, the environment, the packaging, and the personalization of marketing.

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

3.8 out of 5 stars
3.8 out of 5 stars
Most Helpful Customer Reviews
4 of 4 people found the following review helpful
2.0 out of 5 stars A Big Disappointment 1 Jan 2010
By Ricardo
Format:Hardcover|Verified Purchase
I spent quite a lot of money on this book and there is no way it's worth the outlay. For the same amount I could have bought "Why We Buy" by Paco Underhill", "Scoring Points" by Clive Humby et al, and "Buyology" by Martin Lindstrom (all of which are good books) and still had a pocket full of spare change! Indeed these three books cover, in far greater detail, most of the best bits bits of Shopper Marketing.
Rather than being "the standard reference work on this new field of marketing" (Good grief!), this book reads more like a random collection of poorly written advertising blurbs for expensive and overrated marketing consultancies. There are some good contributions in here (Luc Desmedt, Matt Nitzberg, Gordon Pincott, and two or three others), but they are drowned out by the dross.
Shopper marketers, look elsewhere for your inspiration!
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2 of 2 people found the following review helpful
2.0 out of 5 stars mixed complilation 1 Dec 2009
Format:Hardcover
each chapter is written by one different author. Little connnection among them and interest and quality depends on each chapter. Good to have if you don't care so much about the money invested
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1 of 1 people found the following review helpful
5.0 out of 5 stars At last, marketing gets around to the shopper 23 Aug 2010
By Rolf Dobelli TOP 500 REVIEWER
Format:Hardcover
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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