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

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

Hardback

By (author) Markus Stahlberg, By (author) Ville Maila

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  • Publisher: Kogan Page Ltd
  • Format: Hardback | 296 pages
  • Dimensions: 164mm x 236mm x 24mm | 499g
  • Publication date: 28 April 2012
  • Publication City/Country: London
  • ISBN 10: 0749464712
  • ISBN 13: 9780749464714
  • Edition: 2, Revised
  • Edition statement: 2nd Revised edition
  • Illustrations note: Illustrations
  • Sales rank: 222,932

Product description

The aim of shopper marketing is to convert browsing shoppers into active purchasers at the point of sale. Although a relatively new area of marketing, it has attracted increased investment year on year - and according to surveys is growing even faster than internet advertising. Edited by two highly respected practitioners, "Shopper Marketing" demonstrates how marketers can influence the buying decision in-store, including practical advice on shopper needs and trends, retail environments, effective packaging and much more. The second edition has been fully updated and revised, with new material on shopper marketing in the international context and a new foreword by marketing guru Philip Kotler.

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Author information

Markus Stahlberg (editor) is the CEO of Phenomena Group Ltd. Ville Maila (editor) is the Planning Director of Phenomena Group Ltd. Phenomena Group was the first shopper marketing company to be founded in Europe. It is the global leader in package promotions with more than 40 offices in as many countries.

Review quote

"A fantastic read - no matter who you are in the organization" Darren Marshall, Vice President, Global Customer & Shopper Marketing, The Coca Cola Company

Editorial reviews

A fantastic read - no matter who you are in the organization