“The Complete Shopper Marketing Guidebook” is just that – Complete. Most importantly, it starts with the people who are doing the shopping – the consumers. While many texts promise to tell you ‘everything you need to know’ about a subject, this text does that and more.”
- Don Schultz – Professor Emeritus, Integrated Marketing Communications, Northwestern University’s Medill School
Shopper marketing is one of the fastest growing marketing disciplines. It represents $750 billion in sales and has been growing over 20 percent annually. Yearly spending on shopper marketing is estimated to be $50-60 billion.
This book provides background, strategies, tactics, surveys, guidelines and examples for creating effective shopper marketing programs. It covers predictive modeling and profiling, shopper engagement, shopper loyalty, sweepstakes, social marketing, experiential, path-to-purchase, retail, e-tail and more. It also provides over 400 tactical brainstorm ideas across fourteen strategic categories.
Author Stephen Smith has worked with world-wide advertising and shopper marketing agencies, creating programs for Coca-Cola, Frito-Lay, Kraft Foods, Bell Mobile, McDonald’s, Target, 3M, FedEx and more. He’s a six year adjunct professor at Loyola University’s Graduate School of Business, Chicago, and authored “How to Sell More Stuff – Promotional Marketing That Really Works,” which sold out two national printings.
