1st Edition
Strategic Shopper Marketing Driving Shopper Conversion by Connecting the Route to Purchase with the Route to Market
By Georg August Krentzel
Copyright 2020
194 Pages
126 B/W Illustrations
by
Routledge
194 Pages
126 B/W Illustrations
by
Routledge
Also available as eBook on:
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... Read more
- Shopper marketing and society
- The relevance of shopper marketing
- Key factors influencing shopper marketing
- Strategic shopper marketing
- The emergence of strategic shopper marketing
- Connecting the route to purchase with the route to market in the new omnichannel reality
- The route to purchase
- Consumption need states as catalysts of shopper behavior
- Shopper attitudes
- The shopper journey
- Shopper to buyer conversion
- Route to purchase strategy design
- The route to market
- Introduction
- Points of purchase and sales channels
- Management of the point of purchase and sales channels
- 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
- Ecosystem shopper marketing
Biography
Georg August Krentzel is an expert in sales and distribution, marketing and shopper strategies with a PhD from the University of Economics and Business of Vienna. He is a former editor of the Bonnier Management Handbook in Sweden and author of books on international management and shopper marketing, as well as various articles.
