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

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Shopper marketingthe discipline, the approach

JIM LUCAS

Jim Lucas currently serves as director of the shopper marketing group at Draftfcb, providing expertise on consumers and retail environments for product marketers and retailers. Draftfcb is one of the largest global advertising agency networks, with its headquarters in both New York and Chicago.

Over the next few years, retail will change quickly and dramatically. To survive, the store has to become its own brand. Strong brands provide a unique shopping experience and differentiate a store from its competition, and create shopper loyalty. For manufacturers to survive in an environment where retailers are devoting more time and space to talking about their store brand, the manufacturer ...

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