Shopper Marketing - How to Increase Purchase Decisions at The Point of Sale

Shopper Marketing, How to Increase Purchase Decisions at the Pointof Sale, 2nd Revised edition--------------------------------------------------The aim of shopper marketing is to convert browsing shoppers into activepurchasers at the point of sale. Although a relatively new area ofmarketing, it has attracted increased investment year on year - andaccording to surveys is growing even faster than internet advertising." Edited by two highly respected practitioners, "Shopper Marketing" demonstrathow marketers can influence the buying decision in-store, includingpractical advice on shopper needs and trends, retail environments,effective packaging and much more. The second edition has been fullyupdated and revised, with new material on shopper marketing in theinternational context and a new foreword by marketing guru Philip Kotler.--------------------------------------------------Author Biography: Edited by Markus Stahlberg, CEO and Ville Maila,Planning Director, Phenomena Group Ltd. Phenomena Group was the firstshopper marketing company to be founded in Europe and is the globalleader in package promotions with more than 40 offices in over 40 countries.