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Index
Cover Page
Title Page
Copyright Page
Contents
List of Figures and Tables
Preface
Introduction
PART I THE SHOPPER ANALYSED
1 Inside the Mind of the Shopper
2 The Communication Canvas
3 The Customer – Who Are They?
4 Communicating with the Shopper/Customer
5 Getting the Message Across
6 The Barriers to Purchase
PART II COMMUNICATING WITH THE SHOPPER IN THE FUTURE
7 The Shopping Mission
8 Out of Store
9 On the Way to the Store
10 In the Store, On the Website
11 In the Store – Managing and Selecting Promotion Techniques
12 After Purchase
13 Dare to Be Different
PART III WHAT THE BRAND MANAGER, RETAILER AND SUPPLIER SHOULD NOW DO
14 How To Do It: Successful Approaches Dissected
15 The Shopper Marketing Organisation
16 Measuring Effectiveness
17 Researching the Consumer/Customer ‘in Their Community’
18 Researching the Shoppers’ In-Store Behaviour
19 Research from the Retail Side
20 Strategic Scenarios
21 The Future Prognosis of Shopping
22 Implementing the Changes Pragmatically
Appendix
Index
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