1st Comprehensive Book on Shopper Marketing Launches in U.S.

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1st Comprehensive Book on Shopper Marketing Launches in U.S.

Kogan Page Publishers has released “Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale,” the first comprehensive book on the topic of shopper marketing to be published in the United States. First published in the United Kingdom in March by Kogan Page, “Shopper Marketing” offers practical advice on shopper behavior and trends, retail environments and shopper marketing strategy, along with case studies of successful shopper marketing activities.

Edited by Markus Ståhlberg and Ville Maila of Amsterdam-based global shopper marketing agency Phenomena Group, the book incorporates insights from 35 internationally recognized experts hailing from such marketing agencies and multinational companies as dunnhumbyUSA, Tesco, Nestlé, TNS, Millward Brown and Envirosell.

“Shopper marketing offers great potential for retailers and manufacturers to target and engage their most valuable shopper more completely and more profitably,” said Matt Nitzberg, EVP of Cincinnati-based dunnhumbyUSA, a joint venture between Kroger and London-based dunnhumby. “Shopper marketing is fundamentally shifting how companies are thinking and acting toward their best shoppers. Effective programs — which are based on an intimate, household-level understanding of shopper behavior and its influences — offer superior opportunities to earn and grow shoppers’ lifetime loyalty. The range of articles in this book will allow both beginners and experts to catch up with the latest thinking and best practices.” Nitzberg contributed the chapter “Putting the Shopper in Your Shopper Marketing Strategy.”

Available at both brick-and-mortar and online bookstores, “Shopper Marketing” has already been picked as one of the 30 outstanding business books of 2010 by Soundview Executive Book Summaries. For more information, visit www.koganpageusa.com.