Published by RTC Publishing

Marketers of retail products are well aware that despite spending millions on advertising campaigns, the final buying decisions are usually made at the point of purchase. As the authors point out, all the planning, testing, and distribution can come to nought if the shopper fails to buy the product on the shelf. This book covers everything from shopper psychology to the problems faced by the retailer. It’s a blueprint for anyone who has to manage a brand and needs to understand all the components within a retail environment. Desforges and Anthony use real-life examples of how brands succeeded (and failed) to demonstrate the importance of shopper marketing. They highlight the changes in shopper behaviour and press for change. This is a comprehensive book on shopper marketing but remains an easy read. You can buy ‘The Shopper Marketing Revolution’ on Amazon.

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