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Shopper Marketing eds: Markus Stahlberg & Ville Maila - Book review



Shopper Marketing

How to Increase Purchase Decisions at the Point of Sale


Edited by: Markus Stahlberg, Ville Maila

Published: December 28, 2009
Format: Hardcover, 240 pages
ISBN-13: 9780749457020
ISBN-10: 0749457023
Publisher: Kogan Page





"This is a book about shopper marketing - about affecting shopper behaviour to generate purchase decisions", write editors and executives at European shopper marketing company Phenomena Group, Markus Stahlberg and Ville Maila in their comprehensive and retail marketing changing collection Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale. Through a collection of essays, written by thirty-five leading global experts in shopper marketing, the book describes how critical in store buying decisions are for retail success.

Markus Stahlberg and Ville Maila present articles that pull together the various aspects of shopper marketing and its influence on store purchasing choices. Far from being a single marketing channel, shopper marketing includes involvement from retailers, manufacturers, advertisers, branders, and packagers. This holistic approach to in store marketing is essential, as the stakes are high, and the decisions are made by shoppers in an instant. With at least 70% of brand choices made within the store, and 68% of those purchases not being planned in advance, the book points to an entirely new science that turns traditional marketing ideas upside down. With only 5% of shoppers demonstrating brand loyalty, attention must be paid to gaining the attention of the shopper at the very point of purchase.

Markus Stahlberg and Ville Maila recognize that shopper marketing is one of the fastest growing trends in marketing today. With that knowledge and insight in hand, the book contains articles that cover the many aspects of shopper marketing. One of the areas where shopper marketing is gaining inroads into traditional retail marketing is the increasing cooperation between manufacturers and retailers. Manufacturers are now portioning part of their marketing budget toward specific retailers and retail marketing environments, and those budgets are continuing to rise. The changes in the entire marketing process from manufacturer to point of sale has resulted in the growing importance of shopper marketing.

For me, the power of the book is how the editors, Markus Stahlberg and Ville Maila, provide a wide ranging series of articles by thirty-five internationally recognized marketing specialists, sharing their ideas on the various aspects of shopper marketing. The concepts presented in the book are backed by extensive research into shopper decision making and marketing effectiveness. The book is divided into three general sections, with each section sub-divided into the many issues surrounding shopper marketing.

The book's three shopper marketing sections are:

* Definition: what is shopper marketing?
* Strategy: how to approach shopper marketing?
* Execution: What is shopper marketing in action?

Through these intensives studies into the rapidly growing field of shopper marketing - growing even faster than internet marketing - the book is the definitive textbook on the topic.

I highly recommend the groundbreaking and landmark book Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale edited by Markus Stahlberg and Ville Maila, to anyone serious about examining the rapidly growing phenomenon of shopper marketing and its effect on point of sale purchasing decisions. The entire field of shopper marketing examines buying decisions from the purchaser's point of view. The writers in this book provide that perspective on the ever changing face of retail marketing.

Read the important and essential book Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale edited by Markus Stahlberg and Ville Maila, and discover this fresh and insightful marketing concept for yourself. Every chapter contains valuable information, and it can be read in any order, making searching for specific information easy and a pleasure to read. With the power of shopper marketing ideas as part of your business, your company will pull ahead of the competition.

Tags: Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale, Markus Stahlberg, Ville Maila, point of sale marketing, business book reviews.