Shopper marketing: how to increase purchase decisions at the point of sale
Saved in:
| Format: | Book |
|---|---|
| Language: | English |
| Published: |
London [u.a.]
Kogan Page
2012
|
| Edition: | 2. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item 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"-- Provided by publisher. Includes bibliographical references |
| Physical Description: | XI, 282 S. Ill., graph. Darst. 24 cm |
| ISBN: | 0749464712 9780749464714 |
Staff View
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Record in the Search Index
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|---|---|
| adam_text | CONTENTS
Foreword by Philip
Kotler
viii
Preface
χ
Acknowledgements
xii
Introduction
1
PART ONE Definition: what is shopper
marketing?
з
01
Science of shopping
Paco
Underhill
s
02
Point of view on shopper marketing Gordon Pincott
9
03
Shopper marketing: the discipline, the approach
Jim Lucas
із
04
Seven steps towards effective shopper marketing
Luc
Desmedí
21
05
Bringing shopper into category management
Brian Harris
27
06
Science of shopping Gopi Krishnaswamy
33
07
Illogic inside the mind of the shopper Michael Sansolo
39
08
For shoppers there s no place like home
Harvey
Hartman 45
09
The three shopping currencies Herb Sorensen
51
10
The shopping motives of Chinese shoppers
Kevin
Ми
65
Contents
PART TWO Strategy: how to approach
shopper marketing
79
11
Connecting, engaging and exciting shoppers
Michael Morrison and Meg Mundell
81
12
Tailing your shoppers: retailing for the future
AnnaMaria
M
Turano
87
13
Retail media: a catalyst for shopper marketing
Given Morrison
93
14
Integrated communications planning for shopper
marketing David
Sommer
99
15
The conversion model for shopper research
Clemens
Steamer
105
16
Internationalization of shopper marketing
Wille Maiła
111
17
Ensuring your brand gets on the shopping list
Robert Levy
117
18
Bridging gaps: retail in the emerging Indian
market Dheeraj Sinha
125
19
The missing link: turning shopper insight into
practice Toon van Galen
131
20
Capitalize on unrealized demand among shoppers
Al Wittemen
137
21
Shopper promotions: what can marketers learn from price
discounts
Markus Stahlberg 145
22
Marketing as a crucial part of retailer partnership
Antti Syväniemi
155
23
Touching the elephant Chris Hoyt I6I
Contents
24
Future shock
Ken Barnett 169
25
Shopper marketing s true potential Dan Flint
175
26
Putting the shopper in your shopper marketing
strategy Matt Nitzberg
m
PART THREE What is shopper marketing
in action?
юз
27
Improving shopper marketing profitability with innovative
promotions
Markus Ståhlberg
205
28
The circle of shopper marketing mechanization
Dick Blatt 211
29
Nestle Rossiya, Russia
Lubov Kelbakh
219
30
Connected shoppers are here, now
-
but how do you
connect with them? Jason Rogers
225
31
Tesco Fresh
&
Easy, USA Simon Uwins
235
32
Shopper-oriented pricing strategies Jon Hauptman
241
33
Packaging can be your best investment
Russ
Napolitano
247
34
The real power of brands in the digital world: what
marketers must know about the online shopping decision
process
Juliano Marcilio
255
35
Too many choices
-
and their implications
for package design Scott Young
263
36
Maximizing
ROI
of package promotions
Ville Maila
269
Index 111
|
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| dewey-sort | 3659.1 257 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
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| publisher | Kogan Page |
| record_format | marc |
| spelling | Shopper marketing how to increase purchase decisions at the point of sale ed.: Markus Ståhlberg & Ville Maila 2. ed. London [u.a.] Kogan Page 2012 XI, 282 S. Ill., graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier "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"-- Provided by publisher. Includes bibliographical references Advertising, Point-of-sale Marketing Consumers Decision making Shopping Decision making Verbraucherforschung (DE-588)4187567-9 gnd rswk-swf Kaufentscheidung (DE-588)4073328-2 gnd rswk-swf Förderung (DE-588)4154943-0 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Einzelhandel (DE-588)4127747-8 gnd rswk-swf Einkaufen (DE-588)4489424-7 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Point of sale (DE-588)4203516-8 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf 1\p (DE-588)4143413-4 Aufsatzsammlung gnd-content Point of sale (DE-588)4203516-8 s Marketing (DE-588)4037589-4 s Verbraucherverhalten (DE-588)4062644-1 s Kaufentscheidung (DE-588)4073328-2 s Förderung (DE-588)4154943-0 s DE-604 Einzelhandel (DE-588)4127747-8 s Einkaufen (DE-588)4489424-7 s Verbraucherforschung (DE-588)4187567-9 s 2\p DE-604 Marketingmanagement (DE-588)4168907-0 s 3\p DE-604 St°ahlberg, Markus Sonstige oth Erscheint auch als Online-Ausgabe 978-0-7494-6472-1 Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025780126&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Shopper marketing how to increase purchase decisions at the point of sale Advertising, Point-of-sale Marketing Consumers Decision making Shopping Decision making Verbraucherforschung (DE-588)4187567-9 gnd Kaufentscheidung (DE-588)4073328-2 gnd Förderung (DE-588)4154943-0 gnd Marketingmanagement (DE-588)4168907-0 gnd Einzelhandel (DE-588)4127747-8 gnd Einkaufen (DE-588)4489424-7 gnd Marketing (DE-588)4037589-4 gnd Point of sale (DE-588)4203516-8 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| subject_GND | (DE-588)4187567-9 (DE-588)4073328-2 (DE-588)4154943-0 (DE-588)4168907-0 (DE-588)4127747-8 (DE-588)4489424-7 (DE-588)4037589-4 (DE-588)4203516-8 (DE-588)4062644-1 (DE-588)4143413-4 |
| title | Shopper marketing how to increase purchase decisions at the point of sale |
| title_auth | Shopper marketing how to increase purchase decisions at the point of sale |
| title_exact_search | Shopper marketing how to increase purchase decisions at the point of sale |
| title_full | Shopper marketing how to increase purchase decisions at the point of sale ed.: Markus Ståhlberg & Ville Maila |
| title_fullStr | Shopper marketing how to increase purchase decisions at the point of sale ed.: Markus Ståhlberg & Ville Maila |
| title_full_unstemmed | Shopper marketing how to increase purchase decisions at the point of sale ed.: Markus Ståhlberg & Ville Maila |
| title_short | Shopper marketing |
| title_sort | shopper marketing how to increase purchase decisions at the point of sale |
| title_sub | how to increase purchase decisions at the point of sale |
| topic | Advertising, Point-of-sale Marketing Consumers Decision making Shopping Decision making Verbraucherforschung (DE-588)4187567-9 gnd Kaufentscheidung (DE-588)4073328-2 gnd Förderung (DE-588)4154943-0 gnd Marketingmanagement (DE-588)4168907-0 gnd Einzelhandel (DE-588)4127747-8 gnd Einkaufen (DE-588)4489424-7 gnd Marketing (DE-588)4037589-4 gnd Point of sale (DE-588)4203516-8 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| topic_facet | Advertising, Point-of-sale Marketing Consumers Decision making Shopping Decision making Verbraucherforschung Kaufentscheidung Förderung Marketingmanagement Einzelhandel Einkaufen Point of sale Verbraucherverhalten Aufsatzsammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025780126&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT stahlbergmarkus shoppermarketinghowtoincreasepurchasedecisionsatthepointofsale |