Table Of Contents

• • Chapter - 00: Introduction;
• Section - ONE: Definition: what is shopper marketing?;
• • Chapter - 01: Science of shopping – Paco Underhill;
  • Chapter - 02: Point of view on shopper marketing – Gordon Pincott;
  • Chapter - 03: Shopper marketing: the discipline, the approach – Jim Lucas;
  • Chapter - 04: Seven steps towards effective shopper marketing – Luc Desmedt;
  • Chapter - 05: Bringing shopper into category management – Brian Harris;
  • Chapter - 06: Science of shopping – Gopi Krishnaswamy;
  • Chapter - 07: Illogic inside the mind of the shopper – Michael Sansolo;
  • Chapter - 08: For shoppers there’s no place like home – Harvey Hartman;
  • Chapter - 09: The three shopping currencies – Herb Sorensen;
  • Chapter - 10: The shopping motives of Chinese shoppers – Kevin Mu;
• Section - TWO: Strategy: how to approach shopper marketing;
• • Chapter - 11: Connecting, engaging and exciting shoppers – Michael Morrison and Meg Mundell;
  • Chapter - 12: Tailing your shoppers: retailing for the future – AnnaMaria M Turano;
  • Chapter - 13: Retail media: a catalyst for shopper marketing – Gwen Morrison;
  • Chapter - 14: Integrated communications planning for shopper marketing – David Sommer;
  • Chapter - 15: The conversion model for shopper research – Clemens Steckner;
  • Chapter - 16: Internationalization of shopper marketing – Ville Maila;
  • Chapter - 17: Ensuring your brand gets on the shopping list – Robert Levy;
  • Chapter - 18: Bridging gaps: retail in the emerging Indian market – Dheeraj Sinha;
  • Chapter - 19: The missing link: turning shopper insight into practice – Toon van Galen;
  • Chapter - 20: Capitalize on unrealized demand among shoppers – Al Wittemen;
  • Chapter - 21: Shopper promotions: what can marketers learn from price discounts – Markus Ståhlberg;
  • Chapter - 22: Marketing as a crucial part of retailer partnership – Antti Syväniemi;
  • Chapter - 23: Touching the elephant – Chris Hoyt;
  • Chapter - 24: Future shock – Ken Barnett;
  • Chapter - 25: Shopper marketing’s true potential – Dan Flint;
  • Chapter - 26: Putting the shopper in your shopper marketing strategy – Matt Nitzberg;
• Section - THREE: What is shopper marketing in action?;
• • Chapter - 27: Improving shopper marketing profitability with innovative promotions – Markus Ståhlberg;
  • Chapter - 28: The circle of shopper marketing mechanization – Dick Blatt;
  • Chapter - 29: Nestlé Rossiya, Russia – Lubov Kelbakh;
  • Chapter - 30: Connected shoppers are here, now – but how do you connect with them? – Jason Rogers;
  • Chapter - 31: Tesco Fresh & Easy, USA – Simon Uwins;
  • Chapter - 32: Shopper-oriented pricing strategies – Jon Hauptman;
  • Chapter - 33: Packaging can be your best investment – Russ Napolitano;
  • Chapter - 34: The real power of brands in the digital world: what marketers must know about the online shopping decision process – Juliano Marcilio;
  • Chapter - 35: ‘Too many choices’ – and their implications for package design – Scott Young;
  • Chapter - 36: Maximizing ROI of package promotions – Ville Maila