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

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


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: 291,477

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"

Table of contents

Chapter - 00: Introduction; Section - ONE: Definition: what is shopper marketing?; Chapter - 01: Science of shopping - Paco Underhill; Chapter - 02: Point of view on shopper marketing - Gordon Pincott; Chapter - 03: Shopper marketing: the discipline, the approach - Jim Lucas; Chapter - 04: Seven steps towards effective shopper marketing - Luc Desmedt; Chapter - 05: Bringing shopper into category management - Brian Harris; Chapter - 06: Science of shopping - Gopi Krishnaswamy; Chapter - 07: Illogic inside the mind of the shopper - Michael Sansolo; Chapter - 08: For shoppers there's no place like home - Harvey Hartman; Chapter - 09: The three shopping currencies - Herb Sorensen; Chapter - 10: The shopping motives of Chinese shoppers - Kevin Mu; Section - TWO: Strategy: how to approach shopper marketing; Chapter - 11: Connecting, engaging and exciting shoppers - Michael Morrison and Meg Mundell; Chapter - 12: Tailing your shoppers: retailing for the future - AnnaMaria M Turano; Chapter - 13: Retail media: a catalyst for shopper marketing - Gwen Morrison; Chapter - 14: Integrated communications planning for shopper marketing - David Sommer; Chapter - 15: The conversion model for shopper research - Clemens Steckner; Chapter - 16: Internationalization of shopper marketing - Ville Maila; Chapter - 17: Ensuring your brand gets on the shopping list - Robert Levy; Chapter - 18: Bridging gaps: retail in the emerging Indian market - Dheeraj Sinha; Chapter - 19: The missing link: turning shopper insight into practice - Toon van Galen; Chapter - 20: Capitalize on unrealized demand among shoppers - Al Wittemen; Chapter - 21: Shopper promotions: what can marketers learn from price discounts - Markus Stahlberg; Chapter - 22: Marketing as a crucial part of retailer partnership - Antti Syvaniemi; Chapter - 23: Touching the elephant - Chris Hoyt; Chapter - 24: Future shock - Ken Barnett; Chapter - 25: Shopper marketing's true potential - Dan Flint; Chapter - 26: Putting the shopper in your shopper marketing strategy - Matt Nitzberg; Section - THREE: What is shopper marketing in action?; Chapter - 27: Improving shopper marketing profitability with innovative promotions - Markus Stahlberg; Chapter - 28: The circle of shopper marketing mechanization - Dick Blatt; Chapter - 29: Nestle Rossiya, Russia - Lubov Kelbakh; Chapter - 30: Connected shoppers are here, now - but how do you connect with them? - Jason Rogers; Chapter - 31: Tesco Fresh & Easy, USA - Simon Uwins; Chapter - 32: Shopper-oriented pricing strategies - Jon Hauptman; Chapter - 33: Packaging can be your best investment - Russ Napolitano; Chapter - 34: The real power of brands in the digital world: what marketers must know about the online shopping decision process - Juliano Marcilio; Chapter - 35: 'Too many choices' - and their implications for package design - Scott Young; Chapter - 36: Maximizing ROI of package promotions - Ville Maila