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

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Improving shopper marketing profitability with innovative promotions

MARKUS STÅHLBERG

Markus Ståhlberg is the group managing director of Phenomena Group in charge of the company’s global operations. Phenomena Group is an international shopper promotions agency operating in 22 countries around the world and working with clients such as Unilever, Nestlé and Pepsico.

Shopper-oriented promotions

Since the advent of coupons in the late 19th century, promotions have been an integral method for manufacturers to increase sales and to gain retailer commitment. By the end of the 20th century the focus of promotions had transformed from their use in increasing sales into their being a communication medium. Together with constantly increasing retailer ...

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