Shopper marketing
Subtitle: how to increase purchase decisions at the point of sale
By: editors: Markus Stahlberg & Ville Maila
Edition: 2nd ed.
Publisher: Kogan Page
Published: 2012
Place of publication: London; Philadelphia
Language: eng
Number of pages: 275
ISBN-13: 9780749464714
Subjects: Advertising, Point-of-sale; Marketing; Shopping; Consumers; Decision making
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"--
Notes: Includes bibliographical references.