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on 1 January 2010
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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on 23 August 2010
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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on 1 December 2009
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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on 17 December 2012
The book gives new insight on shopper behaviour and explains how to use it in business.
The most crucial in this book are secssions writen by different authors. Looking at shoppers from different perspective brings broaden overlook at the market.
A must read for any Channel / Shopper or Trade Marketing Manager:-)
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on 28 December 2009
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.
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on 17 May 2010
This book provides a good insight into the world of Shopper Marketing. The write up's are brilliant and written by experts in the Shopper Marketing Sector.
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