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

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Connecting, engaging and exciting shoppers

MICHAEL MORRISON AND MEG MUNDELL

Michael Morrison is the programme director of the Monash Australian Marketing Study programme and coordinator of the Master of Marketing (Retailing) department of Monash University, Melbourne, Australia. Meg Mundell is a Melbourne-based writer, teacher and interdisciplinary researcher. Her journalism, creative writing and commentary have been widely published in Australian newspapers and journals.

Introduction

Shoppers are ‘tuning out’ when faced with traditional modes of in-store marketing. Their declining receptiveness poses a major dilemma for brands: how can they best build strong, lasting customer relationships?

Today’s top brands are meeting the challenge ...

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