1st Edition
by Georg August Krentzel (Author)
Strategic Shopper Marketing provides a uniquely strategic perspective on the “anything, anywhere, anytime” retail revolution.
Following
the principles set out by leading global consultant Georg August
Krentzel, a practitioner can connect shopper marketing principles with
strategic concerns, aligning it with other disciplines like marketing,
sales and distribution to connect their route to purchase with their
route to market. Providing professionals with a theoretically
well-founded understanding of shopper marketing, the book charts the
history and development of shopper marketing and describes the newest
developments and changes in the marketplace that impact how shoppers
need to be activated to generate profitable sales and loyalty. The book
presents a guideline with examples and numerous illustrations to develop
successful shopper marketing strategies across different sales
channels.
Focused on practice, but with solid theoretical
foundations, practical insights and methodologies, and enriched with
examples, this book is ideal for marketing practitioners at strategic
levels looking to integrate shopper marketing principles into their
organization, as well as for those less experienced practitioners
learning the principles, and those in marketing education.
