ISBN 9780749460938,Shopper Marketing

Shopper Marketing



Kogan Page India Private Ltd

Publication Year 2010

ISBN 9780749460938

ISBN-10 0749460938


Number of Pages 256 Pages
Language (English)


The aim of shopper marketing is to turn shoppers into buyers at the point of purchase. A relatively new area of marketing, it is attracting increased investment year on year - and according to surveys is growing even faster than internet advertising, with an expected annual growth rate of 21 per cent by 2010. Research has shown that there is plenty of opportunity to influence customers' decision making in the store, so there is a lot at stake at least 70 per cent of brand choices are made in the store; some 68 per cent of purchases are not planned in advance; only 5 per cent of shoppers are loyal to one brand of the product group. Edited by two respected practitioners, Shopper Marketing will show you how to make the most of shopper marketing. The book is comprised of articles written by 35 experts from around the world, and it provides practical advice regarding shopper needs and trends, retail environments, effective packaging and much more. It is a must-read for all marketing, sales and retial practitioners, as well as for students of sales and marketing.