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

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Marketing as a crucial part of retailer partnership

ANTTI SYVÄNIEMI

Antti Syväniemi is customer intelligence director at K-Plus Ltd, with over 15 years of extensive experience in the retail sector. Kesko is a retail specialist with about 2,000 stores engaged in chain operations in the Nordic and Baltic countries, Russia, and Belarus.

Introduction

While markets are fragmented and individualism has become one of the main drivers of our age, grocery stores are still like carbon copies of each other. From this perspective, it is obvious that the old successful recipe, whereby retailers sell everything for everyone, has come to an end.

Retailers have been trying to differentiate themselves from each other for the last decade, despite the size ...

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