Contents
Introduction What Is This Book All About?
Chapter 1 Shopper Marketing Overview
Eight Principles of Shopper Marketing
A Process of Doing Shopper Marketing
Interesting Findings from Research
Chapter 2 Who Is the Shopper Anyway?
Moments of Truth and Path to Purchase
Who Is the Mutual Target Shopper?
The Concept of Customer Value (Shopper and Retail Customers)
Interesting Findings from Research
The Retail Organization—Who’s Involved?
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