Title Shopper marketing : profiting from the place where suppliers, brand manufacturers, and retailers connect / Daniel J. Flint, Chris Hoyt, Nancy Swift

Published Upper Saddle River, N.J. : Pearson Education, ©2014

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Description 1 online resource (1 volume) : illustrations Summary 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 Bibliography Includes bibliographical references and index Notes © Pearson Technology Group 2014 Online resource; title from title page (Safari, viewed May 22, 2014) Subject Marketing. Retail trade. Advertising, Point-of-sale. Consumers -- Decision making Shopping -- Decision making marketing. Advertising, Point-of-sale Consumers -- Decision making Marketing Retail trade Shopping -- Decision making Form Electronic book Author Hoyt, Chris Swift, Nancy ISBN 9780133481464 0133481468 0133481425 9780133481426

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