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.
Shopper Marketing details how marketers can influence the buying decision in-store. The 35 contributors from t...
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.
The book follows the story of the Big Beverage Company, a large multinational company, whose main source of pr...
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.
Basing shopper marketing strategy on customer insights is what differentiates market leading retail brands fro...
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.
Een gestructureerde methode die zijn waarde in de praktijk heeft bewezen. Het is een methode die commercieel t...
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.
This book offers a different take on shopper marketing: using insights from neuromarketing, it explores how th...
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.
The consumer goods industry accounts for 20 percent of the world's gross domestic product (GDP)-that's over $1...
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.
Strategic Shopper Marketing provides a uniquely strategic perspective on the "anything, anywhere, anytime" ret
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.
Nog nooit zijn de 25 belangrijkste denk- en doemodellen binnen Retail en Trade Marketing op zo’n overzichtel...
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.
Hoe bedrijven ons manipuleren en overhalen om te kopenBen jij ooit gebrandwashed?Ooit gezwicht voor een ze...
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:
Retail ondergaat enorme veranderingen als gevolg van digitalisering, nieuwe soorten concurrenten en steeds hog...
Retail ondergaat enorme veranderingen als gevolg van digitalisering, nieuwe soorten concurrenten en steeds hogere verwachtingen van de consument. The Retail Innovation Toolkit biedt praktische hulpmiddelen en voorbeelden uit de praktijk om vooruitgang te boeken: professionals uit de retail én leveranciers kunnen direct aan de slag met hun categorie-uitdagingen.
De 42 praktische instrumenten helpen professionals hoe ze de categorie kunnen analyseren, laten groeien, innoveren en zelfs opnieuw uitvinden - op een plezierige en snelle manier.
Basisideeën uit category management worden gecombineerd met oefeningen uit experience design en product innovatie. Zo ontstaat een nieuwe reeks innovatievaardigheden en wordt samenwerking ìn de organisatie en tussen retailer en leverancier aangemoedigd.
The shopper marketing methodology is a powerful, complete approach for satisfying target consumer demand at th...
The shopper marketing methodology is a powerful, complete approach for satisfying target consumer demand at the point of maximum influence, and thereby driving consumers to purchase. It gives companies a far deeper understanding how consumers behave as shoppers, and leverages this intelligence across the entire supply chain to benefit all stakeholders: companies, brands, consumers, retailers, and shoppers.
Shopper marketing requires supply chain partners to smoothly integrate complex sets of marketing and sales tools, in order to engage shoppers, build brand equity, and persuade shoppers when they move into "shopping mode." Internally, it also demands deeper coordination of R and D, marketing innovation, operations, logistics, and distribution. It isn’t easy, but it offers remarkable, proven results that are virtually unachievable any other way.
In Shopper Marketing , three of the field’s pioneering innovators and consultants bring together state-of-the-art insights, strategic approaches, and supply chain execution methods for successfully employing shopper marketing initiatives throughout your organization.
Dan Flint, Chris Hoyt and Nancy Swift clearly explain what shopper marketing is, and why it is critical for marketers to master. They review each of its six objectives and eight foundational principles, demonstrating how to adapt and apply it in your environment, overcome obstacles, and systematically create value along your entire "path to purchase." Drawing on their unsurpassed consulting experience, they also assess emerging trends and their implications, helping you deepen customer loyalty, extend competitive advantage, and improve profitability for years to come.
Retailers today are drowning in data but lacking in insight: They have huge volumes of information at their di...
Retailers today are drowning in data but lacking in insight: They have huge volumes of information at their disposal. But they're unsure of how to sort through it and use it to make smart decisions. The result? They're struggling with profit-sapping supply chain problems including stock-outs, overstock, and discounting. It doesn't have to be that way.
In The New Science of Retailing, supply chain experts Marshall Fisher and Ananth Raman explain how to use analytics to better manage your inventory for faster turns, fewer discounted offerings, and fatter profit margins.
Featuring case studies of retailing exemplars from around the world, this practical new book shows you how to:
* Mine your sales data to identify homerun products you're missing
* Reinvent your forecasting and pricing strategies
* Build end-to-end agility into your supply chain
* Establish incentives that align your supply chain partners behind shared objectives
* Extract maximum value from technologies such as point-of-sale scanners and customer loyalty cards Highly readable and compelling,
The New Science of Retailing is your playbook for turning all that data into a wellspring for new profits and unprecedented efficiency.
Physical retail isn't dead-but boring retail is! Remarkable Retail equips the savvy retailer with eight essent...
Physical retail isn't dead-but boring retail is! Remarkable Retail equips the savvy retailer with eight essential strategies to bounce back from the covid-19 downturn and thrive in the years to come. Digital technology has profoundly altered the competitive landscape for retailers. Although the shutdown of 2020 didn't cause this trend, it has dramatically accelerated it, collapsing retailers' transformation timeline into a matter of months, not years.
In Remarkable Retail, industry thought leader Steve Dennis argues that it's no longer enough merely to offer convenience, decent prices, or an okay shopping experience. Even very good is no longer good enough. To win and keep customers today, retailers must be nothing short of remarkable. In most retail categories, digital channels are now central to the consumer's journey, but that doesn't mean people aren't also shopping in stores; they're just using them differently, often browsing in one channel and buying in the other.
The line between digital and physical stores has been virtually erased; the customer is the channel. Retailers who resist this fact are doomed to perish. The future belongs to those who find new ways to create a remarkable, harmonized customer experience at every touchpoint. Although we saw some high-profile retail brands become casualties of the pandemic, it turns out many of those had underlying conditions, while retailers who had already embarked upon the road to remarkable not only survived but actually emerged in better health than before. Packed with illuminating case studies from some of modern retail's biggest success stories, quick pivots, and impressive rebounds,
Remarkable Retail presents eight essential strategies for visionary leaders who are prepared to reimagine their way of doing business. A remarkable retailer is digitally enabled, human centered, harmonized, mobile, personal, connected, memorable, and radical. In an age where consumers have short attention spans, myriad options, and a digitally integrated relationship with every brand, Remarkable Retail is your indispensable guide to creating a powerful retail experience that keeps your customers coming back for more.