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

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For shoppers there’s no place like home

HARVEY HARTMAN

Harvey Hartman is an author and business school lecturer, and the founder, chairman and CEO of the Hartman Group. The Hartman Group is a consulting and consumer insights firm specializing in the analysis and interpretation of consumer lifestyles and how these lifestyles affect the purchase and use of health and Wellness products and services.

A considerable amount of the explainable variation in shopping behaviour actually has more to do with things happening in the household than it does with things happening in the store. Here’s why the home experience matters. Conventional research focuses on things happening in the store and at the shelf to derive shopper insights. These insights ...

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