Description

Book Synopsis
Markus Stahlberg (editor) is the CEO of Phenomena Group Ltd. Ville Maila (editor) is the Planning Director of Phenomena Group Ltd. Phenomena Group was the first shopper marketing company to be founded in Europe. It is the global leader in package promotions with more than 40 offices in as many countries.

Trade Review
"A fantastic read - no matter who you are in the organization" * Darren Marshall, Vice President, Global Customer & Shopper Marketing, The Coca Cola Company *

Table of Contents
    • Chapter - 22: Marketing as a crucial part of retailer partnership – Antti Syväniemi;
    • Chapter - 23: Touching the elephant – Chris Hoyt;
    • Chapter - 24: Future shock – Ken Barnett;
    • Chapter - 25: Shopper marketing’s true potential – Dan Flint;
    • Chapter - 26: Putting the shopper in your shopper marketing strategy – Matt Nitzberg;
  • Section - THREE: What is shopper marketing in action?;
    • Chapter - 27: Improving shopper marketing profitability with innovative promotions – Markus Ståhlberg;
    • Chapter - 28: The circle of shopper marketing mechanization – Dick Blatt;
    • Chapter - 29: Nestlé Rossiya, Russia – Lubov Kelbakh;
    • Chapter - 30: Connected shoppers are here, now – but how do you connect with them? – Jason Rogers;
    • Chapter - 31: Tesco Fresh & Easy, USA – Simon Uwins;
    • Chapter - 32: Shopper-oriented pricing strategies – Jon Hauptman;
    • Chapter - 33: Packaging can be your best investment – Russ Napolitano;
    • Chapter - 34: The real power of brands in the digital world: what marketers must know about the online shopping decision process – Juliano Marcilio;
    • Chapter - 35: ‘Too many choices’ – and their implications for package design – Scott Young;
    • Chapter - 36: Maximizing ROI of package promotions – Ville Maila
    • Chapter - 21: Shopper promotions: what can marketers learn from price discounts – Markus Ståhlberg;
    • Chapter - 20: Capitalize on unrealized demand among shoppers – Al Wittemen;
    • Chapter - 19: The missing link: turning shopper insight into practice – Toon van Galen;
    • Chapter - 18: Bridging gaps: retail in the emerging Indian market – Dheeraj Sinha;
    • Chapter - 17: Ensuring your brand gets on the shopping list – Robert Levy;
    • Chapter - 16: Internationalization of shopper marketing – Ville Maila;
    • Chapter - 15: The conversion model for shopper research – Clemens Steckner;
    • Chapter - 14: Integrated communications planning for shopper marketing – David Sommer;
    • Chapter - 13: Retail media: a catalyst for shopper marketing – Gwen Morrison;
    • Chapter - 12: Tailing your shoppers: retailing for the future – AnnaMaria M Turano;
    • Chapter - 11: Connecting, engaging and exciting shoppers – Michael Morrison and Meg Mundell;
  • Section - TWO: Strategy: how to approach shopper marketing;
    • Chapter - 10: The shopping motives of Chinese shoppers – Kevin Mu;
    • Chapter - 09: The three shopping currencies – Herb Sorensen;
    • Chapter - 08: For shoppers there’s no place like home – Harvey Hartman;
    • Chapter - 07: Illogic inside the mind of the shopper – Michael Sansolo;
    • Chapter - 06: Science of shopping – Gopi Krishnaswamy;
    • Chapter - 05: Bringing shopper into category management – Brian Harris;
    • Chapter - 04: Seven steps towards effective shopper marketing – Luc Desmedt;
    • Chapter - 03: Shopper marketing: the discipline, the approach – Jim Lucas;
    • Chapter - 02: Point of view on shopper marketing – Gordon Pincott;
    • Chapter - 01: Science of shopping – Paco Underhill;
  • Section - ONE: Definition: what is shopper marketing?;
    • Chapter - 00: Introduction;

Shopper Marketing

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A Hardback by Markus Ståhlberg, Ville Maila

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    View other formats and editions of Shopper Marketing by Markus Ståhlberg

    Publisher: Kogan Page Ltd
    Publication Date: 03/02/2012
    ISBN13: 9780749464714, 978-0749464714
    ISBN10: 0749464712
    Also in:
    Behavioural economics Retail and wholesale industries Sales and marketing

    Description

    Book Synopsis
    Markus Stahlberg (editor) is the CEO of Phenomena Group Ltd. Ville Maila (editor) is the Planning Director of Phenomena Group Ltd. Phenomena Group was the first shopper marketing company to be founded in Europe. It is the global leader in package promotions with more than 40 offices in as many countries.

    Trade Review
    "A fantastic read - no matter who you are in the organization" * Darren Marshall, Vice President, Global Customer & Shopper Marketing, The Coca Cola Company *

    Table of Contents
      • Chapter - 22: Marketing as a crucial part of retailer partnership – Antti Syväniemi;
      • Chapter - 23: Touching the elephant – Chris Hoyt;
      • Chapter - 24: Future shock – Ken Barnett;
      • Chapter - 25: Shopper marketing’s true potential – Dan Flint;
      • Chapter - 26: Putting the shopper in your shopper marketing strategy – Matt Nitzberg;
    • Section - THREE: What is shopper marketing in action?;
      • Chapter - 27: Improving shopper marketing profitability with innovative promotions – Markus Ståhlberg;
      • Chapter - 28: The circle of shopper marketing mechanization – Dick Blatt;
      • Chapter - 29: Nestlé Rossiya, Russia – Lubov Kelbakh;
      • Chapter - 30: Connected shoppers are here, now – but how do you connect with them? – Jason Rogers;
      • Chapter - 31: Tesco Fresh & Easy, USA – Simon Uwins;
      • Chapter - 32: Shopper-oriented pricing strategies – Jon Hauptman;
      • Chapter - 33: Packaging can be your best investment – Russ Napolitano;
      • Chapter - 34: The real power of brands in the digital world: what marketers must know about the online shopping decision process – Juliano Marcilio;
      • Chapter - 35: ‘Too many choices’ – and their implications for package design – Scott Young;
      • Chapter - 36: Maximizing ROI of package promotions – Ville Maila
      • Chapter - 21: Shopper promotions: what can marketers learn from price discounts – Markus Ståhlberg;
      • Chapter - 20: Capitalize on unrealized demand among shoppers – Al Wittemen;
      • Chapter - 19: The missing link: turning shopper insight into practice – Toon van Galen;
      • Chapter - 18: Bridging gaps: retail in the emerging Indian market – Dheeraj Sinha;
      • Chapter - 17: Ensuring your brand gets on the shopping list – Robert Levy;
      • Chapter - 16: Internationalization of shopper marketing – Ville Maila;
      • Chapter - 15: The conversion model for shopper research – Clemens Steckner;
      • Chapter - 14: Integrated communications planning for shopper marketing – David Sommer;
      • Chapter - 13: Retail media: a catalyst for shopper marketing – Gwen Morrison;
      • Chapter - 12: Tailing your shoppers: retailing for the future – AnnaMaria M Turano;
      • Chapter - 11: Connecting, engaging and exciting shoppers – Michael Morrison and Meg Mundell;
    • Section - TWO: Strategy: how to approach shopper marketing;
      • Chapter - 10: The shopping motives of Chinese shoppers – Kevin Mu;
      • Chapter - 09: The three shopping currencies – Herb Sorensen;
      • Chapter - 08: For shoppers there’s no place like home – Harvey Hartman;
      • Chapter - 07: Illogic inside the mind of the shopper – Michael Sansolo;
      • Chapter - 06: Science of shopping – Gopi Krishnaswamy;
      • Chapter - 05: Bringing shopper into category management – Brian Harris;
      • Chapter - 04: Seven steps towards effective shopper marketing – Luc Desmedt;
      • Chapter - 03: Shopper marketing: the discipline, the approach – Jim Lucas;
      • Chapter - 02: Point of view on shopper marketing – Gordon Pincott;
      • Chapter - 01: Science of shopping – Paco Underhill;
    • Section - ONE: Definition: what is shopper marketing?;
      • Chapter - 00: Introduction;

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