Fundamentals of Retailing and Shopper Marketing

Name: Fundamentals of Retailing and Shopper Marketing
Author: Jan Hillesland

Paperback Engels 2012 9780273757399

Verwachte levertijd ongeveer 9 werkdagen

99,34

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Samenvatting

‘The main part of intellectual education is not the

acquisition of facts but learning how to make facts live.’

Oliver Wendell Holmes

Become a specialist in shopper marketing

Fundamentals of Retailing and Shopper Marketing is an ideal companion text whether you are in marketing, in manufacturing, work for an advertising agency or if you work in retail.

The book focuses on the sharp end of the retail industry and, through real-world examples, shows students and practitioners best retail practice.

The text includes models, illustrations and photographs. It is practical, visual and easy to read and teaches you how to transfer your know-how to your own brand, marketing strategy, student assignment or retail environment.

Become an informed manufacturer

Retailers know a lot more about their branches and their shopping environments than do manufacturers, but it is important that manufacturers also take time to understand the environment in which most of their goods are sold. This book will help do just that.

A manufacturer is not entitled to tell a shopkeeper what to do – it is the other way around – but a real ‘trader’ is always interested in improving his or her business and listening to good advice. Retailers and suppliers are in the same boat – it’s just hard to see that sometimes.

Improve your results – move product

Fundamentals of Retailing and Shopper Marketing will help you become a specialist in shopper marketing. The book is an excellent guide to improved results through higher sales and brand loyalty.

Specificaties

ISBN13:9780273757399

Taal:Engels

Bindwijze:Paperback

Uitgever:Pearson Education

Hoofdrubriek:Reclame en verkoop, Reclame en verkoop

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Inhoudsopgave

Contents Publishers acknowledgements About the team   Introduction    Becoming a specialist in shopper marketing   Part One: the marketing discipline Chapter 1: The marketing discipline, as we know it today, has to change    Traditional advertising is losing its effect    Current shopper marketing is based on feelings not facts    ROCK    Contradictions and similarities between suppliers and retailers   Part Two: strategy Chapter 2: The product and the brand    Brands    Positioning and differentiation    Brand pictura   Chapter 3: Product portfolio and brand architecture    The size of a portfolio    Brand architecture    Use more time on your current portfolio rather than on innovation   Chapter 4: Brand portfolio and profitability   Chapter 5: Introduction to consumer and shopper segmentation    Definitions   Chapter 6: Consumer segmentation    What is consumer segmentation?    Segmentation models   Chapter 7: Shopper segmentation and shopper mission    Introduction to shopper segmentation    Segmentation and basic shopper/channel research Priority order of shopper segmentation    Shopper missions    The Unilever studies    Shopper segmentation    Shopper profile   Chapter 8: Channel segmentation    Target groups and channels    Total market, category, brands, shopper segments, channels and individual retail chains    Financial performance   Chapter 9: What are the aligned prioritised commercial opportunities?    Strategic framework   Part three: in-store shopper marketing Chapter 10: Introduction to shopper marketing    Introduction    Act based on facts – do the shopper research!    Increase revenue    Traffic   Chapter 11: The complexity of modern retailing Thomas Rudolf and Jan Niklas Meise, St Gallen, Switzerland    Complexity for managers and consumers    Countering complexity through differentiation    Differentiated retail firms    Conclusion   Chapter 12: retail structure Odd Gisholt, BI, Norway    Introduction    Sales methods and chain management    Strategic decisions in retailing    Retail trends    Private labels    Wholesalers    Market logistics    Marketing shopping centres in Europe   Chapter 13: Positioning and advertising for retail chains Alf Bendixen, BigBlue&Company, Norway    Retail chains   Chapter 14: retail distribution, traffic and bonding    Advertising    Traffic    Leaflets and direct mail    Location and habit    Increase bonding and loyalty   Chapter 15: Loyalty programmes Truls Fjeldheim, Norgesgruppen, Norway    Introduction    History and background    Different types of loyalty programmes/cards    Loyalty programme content    How to develop a CRM activity plan using sophisticated segmentation models    How a loyalty programme can drive growth and profitability   Chapter 16: inside the supe