Strategic shopper marketing : driving shopper conversion by connecting the route to purchase with the route to market

"Strategic Shopper Marketing provides a uniquely strategic perspective on the 'anything, anywhere, anytime' retail revolution. Following the principles set out by leading global consultant Georg Krentzel, a practitioner can connect shopper marketing principles with strategic concerns, aligning it with other disciplines like marketing, sales and distribution to connect their route to purchase with their route to market. Providing professionals with a theoretically well-founded understanding of shopper marketing, the book charts the history and development of shopper marketing and describes the newest developments and changes in the market place that impact how shoppers need to be activated to generate profitable sales and loyalty. The book presents a guideline with examples and numerous illustrations to develop successful shopper marketing strategies across different sales channels"--