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

Introduction: What Is This Book All About?

This book is about doing shopper marketing, with an emphasis on “doing.” In it, we provide an overview of key shopper marketing concepts as well as specifics on a formal process for developing shopper marketing programs. But what is this thing called “shopper marketing” anyway? There sure seems to be a lot of attention being paid to it despite everyone you speak with seemingly having a slightly different definition. Is it merely the latest fad in brand management? Is it merely marketing to shoppers while they are in the store, something retailers have been doing all along? Is it simply what merchandisers and manufacturer account managers decide to do in each store? No, it is not any of these. Shopper ...