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Author: Nitish Rai Gupta
Publisher: Bloomsbury Publishing
ISBN: 9384898104
Category : Business & Economics
Languages : en
Pages : 154
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Book Description
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.
Author: Nitish Rai Gupta
Publisher: Bloomsbury Publishing
ISBN: 9384898104
Category : Business & Economics
Languages : en
Pages : 154
Get Book Here
Book Description
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.
Author: Markus Ståhlberg
Publisher: Kogan Page Publishers
ISBN: 0749464720
Category : Business & Economics
Languages : en
Pages : 295
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Book Description
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.
Author: Georg August Krentzel
Publisher: Routledge
ISBN: 0429574711
Category : Business & Economics
Languages : en
Pages : 234
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Book Description
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.
Author: Paul Barnett
Publisher: Business Expert Press
ISBN: 1631573586
Category : Business & Economics
Languages : en
Pages : 185
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Book Description
The book follows the story of the Big Beverage Company, a large multinational company, whose main source of profit is coffee. Their growth has stalled though in the face of increased competition from private label brands, and consumption shifts to different channels. As their growth has slowed so too the total categories, and so one afternoon their biggest retail customer, Shopmart, calls to ask for their help in getting the category growing again. This sets the Big Beverage Company and their management team on a journey from being a brand-focused business, to one that understands how a broader emphasis on the category and its shoppers can lead to greater growth for themselves and their retail partners.
Author: Daniel J. Flint
Publisher: FT Press
ISBN: 0133481441
Category : Business & Economics
Languages : en
Pages : 289
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Book Description
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.
Author: Burke Hedges
Publisher: International Network Training Institute (INTI)
ISBN: 9780963266743
Category : Business & Economics
Languages : en
Pages : 132
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Book Description
Author: Mainak Dhar
Publisher: John Wiley & Sons
ISBN: 0470822295
Category : Business & Economics
Languages : en
Pages : 225
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Book Description
"Brand Management 101" offers 101 "lessons" into the real world application of marketing principles. Broadly structured around the Ps of marketing, it offers provocative insights into how marketing challenges can be dealt with in the marketplace
Author: Roddy Mullin
Publisher: Kogan Page Publishers
ISBN: 0749472472
Category : Business & Economics
Languages : en
Pages : 288
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Book Description
Promotional Marketing, formerly Sales Promotion (2010), details the tried-and-tested methods companies use to gain competitive advantage, including off-the-shelf offers, joint promotions, price promotions, premium promotions and prize promotions. This fully updated edition features the latest best practice for working in digital channels including web- and mobile-based promotions. Promotional Marketing is a complete guide to planning, executing and evaluating promotional marketing campaigns covers the purpose of promotional marketing, what promotional marketing can do for businesses, the best ways to work with suppliers and how to use different techniques and implement an integrated marketing strategy.
Author:
Publisher:
ISBN:
Category : Trademarks
Languages : en
Pages : 624
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Book Description
Author: Rick DeHerder
Publisher: FT Press
ISBN: 0132485397
Category : Business & Economics
Languages : en
Pages : 257
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Book Description
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.
