Shopper Marketing: Profiting from the Place Where Suppliers, Brand Manufacturers, and Retailers Connect

Acknowledgments

Shopper marketing is a discipline that has been “built” rather than “born.” We wish to offer special thanks to those “builders”—some known throughout the industry for their pioneering efforts in making shopper marketing a mainstream strategy for all product marketers, regardless of size or nature of business; others perhaps less known but who nonetheless contribute to the body of knowledge through their questioning, creativity, and passion.

From the manufacturing side, thanks to A. G. Lafley, Dina Howell, and Brett Stover who brought industrywide visibility to shopper marketing and laid much of the strategic underpinnings while at P&G. Thanks to Lisa Klauser and Mike Twitty for generously sharing with the industry their research ...