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Strategic Shopper Marketing: Driving Shopper Conversion by Connecting the Route to Purchase with the
Shopper marketing and society
The relevance of shopper marketing
Key factors influencing shopper marketing
Introduction
Technology
Economy
Social and political sphere
Implications for shopper marketing strategies
Notes
Strategie shopper marketing
The emergence of strategic shopper marketing
Connecting the route to purchase with the route to market in the new omnichannel reality
Notes
The route to purchase
Consumption need states as catalysts of shopper behavior
Shopper attitudes
Introduction
Involvement
Purchase planning
Shopping missions
The shopper journey
From touchpoints to shopper journeys
Shopper journeys are local
Shopper to buyer conversion
Route to purchase strategy design
Notes
The route to market
Introduction
Points of purchase and sales channels
Management of the point of purchase and sales channels
Introduction
Traditional and fragmented sales channels
Modern and organized sales channels
Digital sales channels
The market-focused organization
Notes
Connecting the route to purchase with the route to market
Role of the point of purchase
Activation of the shopper at the point of purchase
From picture of success to activation programs
From category management to shopper management
Digital activation
Ecosystem shopper marketing
The need for recommendation-driven activation strategies
The new competitive space of hyper-convenience and last yard service
The need for ecosystem-oriented shopper marketing
Notes
Bibliography
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