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Shopper Marketing, 2nd Edition by Ville Maila, Markus Stahlberg

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Point of view on shopper marketing

GORDON PINCOTT

Gordon Pincott is chairman of Global Solutions at Millward Brown. For over 25 years he has been actively involved in the strategic planning and research evaluation of brands and communications. Millward Brown is one of the world’s leading research companies, with offices in more than 50 countries, and expert in marketing research and brand consulting.

Introduction

Shopper marketing is becoming an increasing focus for many of the world’s major brands. Reaching people using traditional means has become more difficult. Media audiences have fragmented and people are increasingly annoyed by unsolicited advertising intrusions. But all consumers will eventually arrive at the point of purchase. ...

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