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

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

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

Written by 35 experts from top companies around the world including dunnhumbyUSA, Millward Brown, Tesco’s Fresh & Easy, MARS Advertising, Nestlé 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. 

Surveys point out that shopper marketing is growing even faster than internet advertising and research has indicated that: 

· at least 70% of brand choices are made in the store 
· over two-thirds of purchase d

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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

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

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