A Revolution in Shopper Marketing?

Nov 16 2014 Published by neilgains under shopper behaviour

The Shopper Marketing Revolution by Toby Desforges and Mike Anthony joins a very short list of books on the topic of shopper marketing. Notably, the book is full of up-to-date examples and reflects the very latest developments in the field, arguing that manufacturers have three customers – consumers, shoppers and retailers. The authors focus on the importance of metrics of behaviour change at point-of-sale and point out some of the failings of market research in understanding shopper behaviour, with many Asian examples. Read more »

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