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

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Bringing shopper into category management

BRIAN HARRIS

Dr Brian Harris is recognized around the world as the ‘father of category management’. He is founder and chairman of the Partnering Group. The Partnering Group is a company that develops and implements his category management business methods.

There is no doubt, in my opinion, that shopper marketing represents the ‘next wave’ in the evolution of retail marketing concepts and methods. Its time has come and the reasons for its emergence at this time seem clear. The primary purpose of this chapter is to support the proposition that ‘shopper marketing is the next wave’ by briefly tracing the history of retail marketing ‘waves’ that have preceded shopper marketing. Of particular importance ...

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