"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
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.