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

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Seven steps towards effective shopper marketing

LUC DESMEDT

Luc Desmedt is managing director at LD & Co, where he specializes in delivering consulting projects that consist of the development of sales and trade marketing competence and strategies. LD & Co offers training and consulting services, aimed at helping manufacturers in developing and implementing the commercial skills they need to deal successfully with retailers.

Shopper marketing has become a strategic priority for most manufacturers. But for many consumer goods companies, the road to a successful implementation of this activity proves difficult. In order to help brand manufacturers implement effective shopper marketing, LD & Co has developed a pragmatic approach building on ...

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