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Zoek je goede literatuur op het gebied van business-to-shopper of specifiek shoppermarketing? Hier vind je tips voor het vinden van goede vakliteratuur uit ons vakgebied. Dus je vindt hier zowel klassiekers als actuele lijsten met de beste literatuur uit 2021, 2020 en eerder. Lees verder…

Je vindt hier zowel klassiekers als actuele lijsten met de beste literatuur 2021, 2020 en eerder. 

Vind je dat onze lijst niet compleet is? Laat het dan vooral even weten zodat we je suggestie kunnen beoordelen en toevoegen.

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Shopper Marketing | How to Increase Purchase Decisions at the Point of Sale

Markus Stahlberg

Shopper Marketing details how marketers can influence the buying decision in-store. The 35 contributors from t...

Shopper Marketing | How to Increase Purchase Decisions at the Point of Sale

Markus Stahlberg

Shopper Marketing details how marketers can influence the buying decision in-store. The 35 contributors from top companies around the world have packed the book with practical advice on shopper needs and trends, retail environments, effective packaging and much more to equip product and brand managers, packaging experts, merchandising specialists and more with the tools they need to be successful in this field of sales promotion.

The second edition of Shopper Marketing has been fully updated to include a new forward by marketing guru Philip Kotler and 12 new articles that reflect the current changes in the fast growing area, focusing specifically on the international scope, the online presence and the future of shopper marketing. New case studies from India, China, Brazil and Japan also add to the depth and breadth of the first edition.

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Shopper Marketing | A How-To Business Story

Paul Barnett

The book follows the story of the Big Beverage Company, a large multinational company, whose main source of pr...

Shopper Marketing | A How-To Business Story

Paul Barnett

The book follows the story of the Big Beverage Company, a large multinational company, whose main source of profit is coffee. Their growth has stalled though in the face of increased competition from private label brands, and consumption shifts to different channels. As their growth has slowed so too the total categories, and so one afternoon their biggest retail customer, Shopmart, calls to ask for their help in getting the category growing again.

This sets the Big Beverage Company and their management team on a journey from being a brand-focused business, to one that understands how a broader emphasis on the category and its shoppers can lead to greater growth for themselves and their retail partners.

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Retail Marketing Strategy

Constant Berkhout

Basing shopper marketing strategy on customer insights is what differentiates market leading retail brands fro...

Retail Marketing Strategy

Constant Berkhout

Basing shopper marketing strategy on customer insights is what differentiates market leading retail brands from weaker competitors. Many retail organizations lack business development and strategic departments that collect experiences, set benchmarks and create models and manuals. Retail Marketing Strategy makes the information available to drive new ways of thinking and make retail practice more agile for everyone.

Outlining the five key capabilities required for retail excellence, namely in-store execution; organizational development; fact-driven decision making; multi-channel operations, and understanding customers, Retail Marketing Strategy answers some of the most difficult questions in retail including how to innovate to develop new ways to interact with customers across multiple channels, and how to replicate online success stories from other sectors. Practical steps are put forward for collating and interpreting the data generated in shopper activity, helping to make sense of trends and build effective strategy. Guidance is based throughout on neuromarketing research, providing a clear framework for building in experiential elements such as scent or music into the retail environment to really engage with consumers on an emotional level.

If you are a marketing, branding or supply chain professional working in retail seeking straightforward and research-driven techniques for building lasting customer loyalty, or you are responsible for driving retail strategy in your organization, let Retail Marketing Strategy be your guide.

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De Customer Marketing Methode

J. Curry, Wil Wurtz

Een gestructureerde methode die zijn waarde in de praktijk heeft bewezen. Het is een methode die commercieel t...

De Customer Marketing Methode

J. Curry, Wil Wurtz

Een gestructureerde methode die zijn waarde in de praktijk heeft bewezen. Het is een methode die commercieel talent tot bloei brengt en die marketeers, verkopers en alle andere medewerkers helpt samen te werken in dienst van de klant.

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Shopper Marketing / Neuromarketing Strategies to Win the Battle at the Shelf

Carl MacInnes | Peter Steidl

This book offers a different take on shopper marketing: using insights from neuromarketing, it explores how th...

Shopper Marketing / Neuromarketing Strategies to Win the Battle at the Shelf

Carl MacInnes | Peter Steidl

This book offers a different take on shopper marketing: using insights from neuromarketing, it explores how the shopping brain works, and how these insights can be used to develop more effective shopper marketing strategies and tactics. Part 1 presents the neuromarketing foundation that modern shopper marketing is based on and outlines an easy to follow, eight step framework for developing effective shopper marketing strategies. Part 2 adds colour with a collection of case examples designed to get your creative juices flowing when you are looking for big new shopper marketing ideas. This book is for you if you want to develop a leading-edge shopper marketing capability or to review – and possibly update - your current shopper marketing practice. Carl MacInnes is a senior executive responsible for global shopper marketing practice at Fonterra, the world’s largest dairy exporter. Dr Peter Steidl is a marketing consultant and neuromarketing expert who has worked with leading corporations in 20 countries on five continents.

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The Shopper Marketing Revolution: Consumer - Shopper - Retailer

Mike Anthony

The consumer goods industry accounts for 20 percent of the world's gross domestic product (GDP)-that's over $1...

The Shopper Marketing Revolution: Consumer - Shopper - Retailer

Mike Anthony

The consumer goods industry accounts for 20 percent of the world's gross domestic product (GDP)-that's over $14 trillion in turnover. And yet the industry isn't growing It lags behind global GDP growth, and the latest figures suggest that the world's top 250 consumer goods manufacturers lost nearly $38 billion in profit in 2011 compared to the previous year. As growth declines, profit margins erode and leading players are caught in a perfect storm: hyper competition, the growth of mega-retailers, explosive increases in input costs, talent shortages, and the declining effectiveness of traditional marketing methods all suck profits from a once vibrant and progressive industry. Industry thought leaders see an urgent need for change. In The Shopper Marketing Revolution, shopper marketing pioneers Mike Anthony and Toby Desforges analyze why the industry needs to change and provide managers in the field with the practical advice and proven techniques they'll need to revolutionize their businesses. Mike and Toby introduce the five-step Total Marketing model, an approach that creates coherent links between the end consumer and the in-store environment. Total marketing represents a fundamental shift in the way marketing works. It will help businesses understand how to respond to the reality of the 21st century-transforming the way they market their brands and relate to retail customers.

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Strategic Shopper Marketing

Georg August Krentzel

Strategic Shopper Marketing provides a uniquely strategic perspective on the "anything, anywhere, anytime" ret

Strategic Shopper Marketing

Georg August Krentzel

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 August 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 marketplace 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.

Focused on practice, but with solid theoretical foundations, practical insights and methodologies, and enriched with examples, this book is ideal for marketing practitioners at strategic levels looking to integrate shopper marketing principles into their organization, as well as for those less experienced practitioners learning the principles, and those in marketing education.

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Retail en Trade Marketing Modellenboek

Ruud Verschuur

Nog nooit zijn de 25 belangrijkste denk- en doemodellen binnen Retail en Trade Marketing op zo’n overzichtel...

Retail en Trade Marketing Modellenboek

Ruud Verschuur

Nog nooit zijn de 25 belangrijkste denk- en doemodellen binnen Retail en Trade Marketing op zo’n overzichtelijke wijze verzameld in één boekwerk. Naast bestaande zijn ook niet eerder gepubliceerde modellen opgenomen op het gebied van o.a. de ontwikkeling van een Categorie Visie, Joint Branding en Shopper Marketing.

Het boek biedt tevens een nuttig overzicht van de belangrijkste vakgebied- en calculatiebegrippen. Een ‘must-read’ voor alle professionals die werkzaam zijn in en rondom de vakgebieden en voor het gebruik binnen advanced Retail- en Trade Marketing opleidingen.

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Brandwashed

Martin Lindstrom

Hoe bedrijven ons manipuleren en overhalen om te kopenBen jij ooit gebrandwashed?Ooit gezwicht voor een ze...

Brandwashed

Martin Lindstrom

Hoe bedrijven ons manipuleren en overhalen om te kopen

Ben jij ooit gebrandwashed?

Ooit gezwicht voor een zeurend kind dat per se speelgoed van een bepaald merk wilde hebben? Ooit een boek gekocht alleen omdat het op de bestsellerlijst stond? Slaap je met je iPhone tussen jou en je partner? Ooit iets geliked op Facebook? Ja, dan ben ook jij gebrandwashed! Marketinggoeroe Martin Lindstrom weet waarover hij praat want hij strijdt al twintig jaar aan de frontlinie van de merkenoorlog. Nu beschrijft hij voor het eerst de psychologische trucs en valstrikken die marketeers en adverteerders gebruiken om de waarheid te verhullen, ons te manipuleren en over te halen om te kopen. Op basis van de ervaringen die hij heeft opgedaan bij de grootste en winstgevendste bedrijven ter wereld en opzienbarend nieuw onderzoek dat speciaal voor dit boek is uitgevoerd, onthult hij de bestbewaarde geheimen van de marketingwereld, waaronder:

  • De schokkende manieren waarop marketeers zich richten op zeer jonge kinderen zelfs tot in de baarmoeder.
  • Hoe producenten van cosmetica expres verslavende componenten aan hun producten toevoegen.
  • Nieuw fMRI-bewijs voor waar heteroseksuele mannen aan denken als ze een bijna naakte man zien (hint: het antwoord is niet hun vriendin).
  • Hoe bedrijven digitale data gebruiken om zeer gedetailleerde profielen van ons op te stellen om ons te bestoken met gerichte advertenties en aanbiedingen.
  • Hoe een revolutionair experiment aantoont wat de grootste verborgen verleider is: onze vrienden en buren.

Inkijkexemplaar

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