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Shopper Marketing, by Paul Barnett
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The book outlines a practical approach to digital and physical shopper marketing to grow revenue and brand equity.
A story runs through the book in the first part of each chapter, so that it is easier to connect the ideas and tools in the second part with a real-world scenario.
The book follows the story of the Big Beverage Company, who receive a call from their biggest customer one afternoon asking for their help in getting the coffee 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.
The book contains over 300 industry and academic references, case studies as well as numerous examples from the author's own experience.
Anyone interested in winning more shoppers should find ideas that they can start using immediately.
- Sales Rank: #2871329 in Books
- Published on: 2015-11-12
- Original language: English
- Number of items: 1
- Dimensions: 9.02" h x .59" w x 5.98" l, .83 pounds
- Binding: Paperback
- 185 pages
Review
"Organisational storytelling at its best! A compelling practitioner's guide to demystify shopper marketing." Tom Bradley, European Strategy Director at Bacardi
"A must have read for Shopper Marketers combining real life tools for making your activities more effective as well as understanding some of the internal hurdles that need to be overcome. "Chris Connor, Group Head of Shopper Capability, SABMiller plc
"A comprehensive overview of shopper marketing." Nick Foley, President, SE Asia Pacific & Japan, Landor
"Shopper Marketing, many talk about it but few really get it. Paul does, and in spades. Moreover in these pages he provides a clear, practical, digestible and usable guide to doing it." Paolo Lanzarotti, Managing Director, Plzensky Prazdroj, a.s.
"The book gives a comprehensive overview of the fundamentals of shopper marketing, and gives insight into commercial management as a whole." Lies Ellison-Davis, Global Director Shopper Marketing, Friesland Campina
From the Inside Flap
The topics covered include:
- Writing shopper insights
- Creating category visions
- Managing projects with retailers
- Developing point-of-sale-material
- Calculating shopper conversion
- Digital and physical shopper behavior
- Shopper-led category management
- Writing shopper-based strategies
- Using retail theatre to influence the shopper
- Digital and physical activation on the path to purchase
- Shopper-led ideation
- Using pricing frames
- Designing packaging
From the Back Cover
The book is edited by Dr. Naresh K. Malhotra Senior Fellow, Georgia Tech CIBER and Regents' Professor Emeritus, Scheller College of Business, Georgia Institute of Technology, USA.
Most helpful customer reviews
1 of 1 people found the following review helpful.
great book
By Amazon Customer
Paul is a passionate, experienced, professional marketer. His perspective on shopper marketing is truly inspirational. The book is a great asset to anyone who would love to develop the thinking along this line. A book that cant be missed!
1 of 1 people found the following review helpful.
A valuable resource for brand marketers / shopper marketers
By Amazon Customer
Paul Barnett is an experienced marketer with significant global experience working for major brands.
It's a valuable resource for any brand marketer / shopper marketer whose job includes understanding how target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to the benefit of all stakeholders (brands, consumers, retailers, and shoppers.)
Shopper Marketing
0 of 0 people found the following review helpful.
Paul Barnett is one of the most recognized Shopper Marketing ...
By Wendy C. Uy
Paul Barnett is one of the most recognized Shopper Marketing Gurus in the FMCG industry. Getting the opportunity to learn from his expertise and experiences through this book is a really a chance of a lifetime! For those who want to learn, in a theoretical and practical way, to apply Shopper Marketing in their own respective fields, this book is a Must Have!
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