Shopper Marketing And The Role Of In Store Marketing
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Shopper Marketing And The Role Of In Store Marketing
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Author : Dhruv Grewal
language : en
Publisher: Emerald Group Pub Limited
Release Date : 2014-08-06
Shopper Marketing And The Role Of In Store Marketing written by Dhruv Grewal and has been published by Emerald Group Pub Limited this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-08-06 with Business & Economics categories.
This volume of Review of Marketing Research (RMR) focuses on Shopper Marketing: Role of In-Store Marketing. The chapters draw from academic research as well as collaborations with major retailers and industry practitioners. Over the past several decades there has been research into how marketing actions influence how shoppers respond to offers. Yet, with the ever-shifting landscape due to influences such as mobile devices, the internet, and social media, there is an increasing need to understand how marketing actions influence shoppers in their path to purchase. Although there are many points along the path to purchase which are important to understand, this edition of RMR is devoted to the topic of in-store marketing actions to understand their impact on shopper reactions to offers. The chapters highlight new technologies (e.g., mobile, digital displays) and information aids (e.g., nutrition scores, floor signage) being used by leading retailers to influence the path to purchase. In addition, new research technologies (e.g., eye-tracking, heat maps, in-store experiments) and models that are being used to assess the effectiveness of the path to purchase tactics are discussed.
Shopper Marketing
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Author : Markus Ståhlberg
language : en
Publisher: Kogan Page Publishers
Release Date : 2012-02-03
Shopper Marketing written by Markus Ståhlberg and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-02-03 with Business & Economics categories.
Shopper Marketing details how marketers can influence the buying decision in-store. The 35 contributors from top companies around the world have packed the book with practical advice on shopper needs and trends, retail environments, effective packaging and much more to equip product and brand managers, packaging experts, merchandising specialists and more with the tools they need to be successful in this field of sales promotion. The second edition of Shopper Marketing has been fully updated to include a new forward by marketing guru Philip Kotler and 12 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. New case studies from India, China, Brazil and Japan also add to the depth and breadth of the first edition.
Retail Marketing Strategy
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Author : Constant Berkhout
language : en
Publisher: Kogan Page Publishers
Release Date : 2015-11-03
Retail Marketing Strategy written by Constant Berkhout and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-11-03 with Business & Economics categories.
Basing shopper marketing strategy on customer insights is what differentiates market leading retail brands from weaker competitors. Many retail organizations lack business development and strategic departments that collect experiences, set benchmarks and create models and manuals. Retail Marketing Strategy makes the information available to drive new ways of thinking and make retail practice more agile for everyone. Outlining the five key capabilities required for retail excellence, namely in-store execution; organizational development; fact-driven decision making; multi-channel operations, and understanding customers, Retail Marketing Strategy answers some of the most difficult questions in retail including how to innovate to develop new ways to interact with customers across multiple channels, and how to replicate online success stories from other sectors. Practical steps are put forward for collating and interpreting the data generated in shopper activity, helping to make sense of trends and build effective strategy. Guidance is based throughout on neuromarketing research, providing a clear framework for building in experiential elements such as scent or music into the retail environment to really engage with consumers on an emotional level. If you are a marketing, branding or supply chain professional working in retail seeking straightforward and research-driven techniques for building lasting customer loyalty, or you are responsible for driving retail strategy in your organization, let Retail Marketing Strategy be your guide.
Fundamentals Of Retailing And Shopper Marketing
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Author : Jan Hillesland
language : en
Publisher: Pearson Publications Company
Release Date : 2012-10
Fundamentals Of Retailing And Shopper Marketing written by Jan Hillesland and has been published by Pearson Publications Company this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-10 with Marketing categories.
Fundamentals of Retailing and Shopper Marketing is an ideal companion text whether you are in marketing, in manufacturing, work for an advertising agency or if you work in retail. The book focuses on the sharp end of the retail industry and, through real-world examples, shows students and practitioners best retail practice. The text includes models, illustrations and photographs. It is practical, visual and easy to read and teaches you how to transfer your know-how to your own brand, marketing strategy, student assignment or retail environment.
Strategic Shopper Marketing
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Author : Georg August Krentzel
language : en
Publisher: Routledge
Release Date : 2020-06-07
Strategic Shopper Marketing written by Georg August Krentzel and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-06-07 with Business & Economics categories.
Strategic Shopper Marketing provides a uniquely strategic perspective on the “anything, anywhere, anytime” retail revolution. Following the principles set out by leading global consultant Georg August Krentzel, a practitioner can connect shopper marketing principles with strategic concerns, aligning it with other disciplines like marketing, sales and distribution to connect their route to purchase with their route to market. Providing professionals with a theoretically well-founded understanding of shopper marketing, the book charts the history and development of shopper marketing and describes the newest developments and changes in the marketplace that impact how shoppers need to be activated to generate profitable sales and loyalty. The book presents a guideline with examples and numerous illustrations to develop successful shopper marketing strategies across different sales channels. Focused on practice, but with solid theoretical foundations, practical insights and methodologies, and enriched with examples, this book is ideal for marketing practitioners at strategic levels looking to integrate shopper marketing principles into their organization, as well as for those less experienced practitioners learning the principles, and those in marketing education.
Shopper Marketing
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Author : Daniel J. Flint
language : en
Publisher: FT Press
Release Date : 2014-05-06
Shopper Marketing written by Daniel J. Flint and has been published by FT Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-05-06 with Business & Economics categories.
The shopper marketing methodology is a powerful, complete approach for satisfying target consumer demand at the point of maximum influence, and thereby driving consumers to purchase. It gives companies a far deeper understanding how consumers behave as shoppers, and leverages this intelligence across the entire supply chain to benefit all stakeholders: companies, brands, consumers, retailers, and shoppers. Shopper marketing requires supply chain partners to smoothly integrate complex sets of marketing and sales tools, in order to engage shoppers, build brand equity, and persuade shoppers when they move into "shopping mode." Internally, it also demands deeper coordination of R and D, marketing innovation, operations, logistics, and distribution. It isn’t easy, but it offers remarkable, proven results that are virtually unachievable any other way. In Shopper Marketing, three of the field’s pioneering innovators and consultants bring together state-of-the-art insights, strategic approaches, and supply chain execution methods for successfully employing shopper marketing initiatives throughout your organization. Dan Flint, Chris Hoyt and Nancy Swift clearly explain what shopper marketing is, and why it is critical for marketers to master. They review each of its six objectives and eight foundational principles, demonstrating how to adapt and apply it in your environment, overcome obstacles, and systematically create value along your entire "path to purchase." Drawing on their unsurpassed consulting experience, they also assess emerging trends and their implications, helping you deepen customer loyalty, extend competitive advantage, and improve profitability for years to come.
Shopper Marketing 101
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Author : Nitish Rai Gupta
language : en
Publisher: Bloomsbury Publishing
Release Date : 2015-04-30
Shopper Marketing 101 written by Nitish Rai Gupta and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-04-30 with Business & Economics categories.
What is the difference between a consumer and a shopper? Does your brand appeal to both of them? How does shopper behaviour differ from consumer behaviour? How important are 'channels' and 'retailers' in your brand's success? What is the science behind winning with shoppers and retailers? Shopper Marketing 101 successfully answers these questions and gives you a simple blue print that can help you make your brand plans such that you not only partner with the retail channel but also effectively win with the shopper. There are a plethora of books on marketing and branding today. However, there are not many books that can help your brand win in the retail space. This has become especially important today as retailers (brick and mortar as well as click and mortar) now have become powerful intermediaries and play a critical role in ensuring that your brand reaches its intended consumers via their shoppers. This book leverages real world examples and experiences to help you understand the basics of shopper marketing.
Ebook Retail Marketing
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Author : ENNIS, SEAN
language : en
Publisher: McGraw Hill
Release Date : 2015-10-16
Ebook Retail Marketing written by ENNIS, SEAN and has been published by McGraw Hill this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-10-16 with Business & Economics categories.
EBOOK: Retail Marketing
The Power Of Point Of Purchase Advertising
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Author : Robert Liljenwall
language : en
Publisher: Point-of-Purchase Advertising Intl
Release Date : 2004-03
The Power Of Point Of Purchase Advertising written by Robert Liljenwall and has been published by Point-of-Purchase Advertising Intl this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-03 with Business & Economics categories.
Shopper Intimacy
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Author : Rick DeHerder
language : en
Publisher: FT Press
Release Date : 2010-09-09
Shopper Intimacy written by Rick DeHerder and has been published by FT Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-09-09 with Business & Economics categories.
Retail marketing is undergoing cataclysmic change, driven by upheavals in media, consumer attitudes, and the retail industry itself. Retailers know they must invest more heavily in marketing, both to build brands and to drive sales. But how? In Shopper Intimacy, two leading experts offer the first comprehensive, research-based guide to building winning retail marketing programs. Drawing on a decade of customer research, the authors introduce: A start-to-finish system for planning and executing effective campaigns. Powerful new tools for influencing shopper behavior and driving better results. Practical, workable techniques for measuring performance – including a breakthrough approach for measuring ROI from the standpoint of all stakeholders. Best practices models for integrating internal and syndicated research. Trend analysis to help retailers chart the future trajectory of marketing, and position themselves appropriately. Shopper Intimacy contains extensive case studies, charts, pictures, and illustrations designed to deepen marketers’ understanding. Above all, it presents practical learnings that cut across all retail segments, with data to support the authors’ conclusions, and techniques for successfully applying them.