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Shopper Marketing
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.
Multichannel Marketing Ecosystems
With dramatic changes in consumer behaviour - from online shopping to the influence of social media - marketers are finding it harder than ever to coordinate, prioritize and integrate the latest interactive channels into their overall brand-building strategy. Despite hard evidence showing the importance of digital marketing, the emphasis often remains on traditional media, with the most common social media channels being used without centralized coordination or integration with a wider marketing and branding campaign. Multi-Channel Marketing Ecosystems examines a fundamental game changer for the entire marketing industry - the seismic shift from a single TV-centric path to a multi-channel interactive ecosystem which puts digital technology at the heart of every campaign. With separate chapters on the remaking of marketing, the rise of the digital brand, conversion optimization, m-commerce, searchability in a multi-channel world and predictive marketing, Multi-Channel Marketing Ecosystems shows how marketers and brand managers can react positively to changes in consumer behaviour, building customer responses and loyalty via the full spectrum of digital media.
Shopper Marketing
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, marketin...
Shopper marketing
Escrito por más de 30 expertos en el tema de todo el mundo, Shopper Marketing expone los medios más eficaces de convertir en compradores efectivos a los compradores potenciales que se encuentran en el punto de compra. Shopper Marketing (marketing centrado en el comprador y en el punto de venta) investiga el tema de las iniciativas de marketing que van dirigidas a las personas que entran a curiosear o comprar en las tiendas y a las que se puede influir su toma de decisión definitiva. Es posible que el shopper marketing sea un campo del marketing relativamente nuevo, pero las inversiones económicas que se realizan en dicho campo aumentan año tras año. Según estudios recientes, el shoppe...
Managing Customer Experience and Relationships
Boost profits, margins, and customer loyalty with more effective CRM strategy Managing Customer Experience and Relationships, Third Edition positions the customer as central to long-term strategy, and provides essential guidance toward optimizing that relationship for the long haul. By gaining a deep understanding of this critical dynamic, you'll become better able to build and manage the customer base that drives revenue and generates higher margins. A practical framework for implementing the IDIC model merges theory, case studies, and strategic analysis to provide a ready blueprint for execution, and in-depth discussion of communication, metrics, analytics, and more allows you to optimize ...
Green Grades
A comprehensive assessment and analysis of the validity, trustworthiness, and effectiveness, of such environmental ratings as ENERGY STAR, LEED, and USDA Organic. Consumers are confronted with a confusing array of environmental ratings on products that range from refrigerators to shampoos. Is the information that these ratings represent trustworthy, accurate, or even relevant to environmental concerns? “Information optimists” believe that these “green grades” can play an important role in saving the planet. “Information pessimists” consider them a distraction from pursuing legislative and regulatory actions. In this book, Graham Bullock offers a comprehensive assessment and analy...
Evolution, Culture, and the Human Mind
Evolution, Culture, and the Human Mind is the first scholarly book to integrate evolutionary and cultural perspectives on human psychology. The contributors include world-renowned evolutionary, cultural, social, and cognitive psychologists. These chapters reveal many novel insights linking human evolution to both human cognition and human culture – including the evolutionary origins of cross-cultural differences.
Journal of the Audio Engineering Society
"Directory of members" published as pt. 2 of Apr. 1954- issue.
쇼퍼 마케팅
?쇼퍼 마케팅은 매장에 들른 쇼퍼를 구매자로 전환시키는 것이다. 『쇼퍼 마케팅』은 전 세계 전문가 35명이 쇼퍼 마케팅의 이론과 인사이트, 실행 방법론을 제시한 책이다. 쇼퍼의 욕구와 트렌드, 마케팅 캠페인, 리테일 환경과 관계 구축, 효과적인 패키징 등에 관한 전략을 담고 있다. 차례 옮긴이 서문 필립 코틀러의 추천사 머리말 감사의 말 서문 1부 정의: 쇼퍼 마케팅이란 무엇인가? 01 쇼핑의 과학·파코 언더힐 02 쇼퍼 마케팅의 전략 패러다임·고든 핀코트 03 쇼퍼 마케팅: 원칙과 접근 방법·짐 루카스 04 효율적인 쇼퍼 마...
