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

Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale Authors:
Publisher:
Year:2012
Serie:
Pages:296
Sizes:
Price:4645 rub.
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Book Summary:
Shopper Marketing explores the subject of focused marketing initiatives aimed at browsers and shoppers who are in-store and can be influenced in their final buying decisions. Now with a new foreword by PhilipA Kotler this second edition features 12 brand new articles that reflect the current changes in the fast growing area, focusing specifically on the international scope, the online presence and the future of shopper marketing.A Written by 35 experts from top companies around the world including dunnhumbyUSA, Millward Brown, Tescoa??s Fresh & Easy, MARS Advertising, NestlAŠ and author, CEO and president of Envirosell, Paco Underhilll, Shopper Marketing shows the most effective ways of converting shoppers into buyers at the point of purchase.A Surveys point out that shopper marketing is growing even faster than internet advertising and research has indicated that:A AˇA at least 70% of brand choices are made in the storeA Aˇ over two-thirds of purchase decisions are not planned in...

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