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Krentzel, G: Strategic Shopper Marketing


en Hardback – 29 iun 2020
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 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 purchase with their route to market. Providing professionals with a theoretically well-founded understanding of shopper marketing, the book charts the history and development of shopper marketing and describes the newest developments and changes in the market place that impact how shoppers need to be activated to generate profitable sales and loyalty. The book presents a guideline with examples and numerous illustrations to develop successful shopper marketing strategies across different sales channels.
Focused on practice, but with solid theoretical foundations, practical insights and methodologies, and enriched with examples, this book is ideal for marketing practitioners at strategic levels looking to integrate shopper marketing principles into their organisation, as well as for those less experienced practitioners learning the principles, and those in marketing education.
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Specificații

ISBN-13: 9780367192587
ISBN-10: 0367192586
Pagini: 184
Ilustrații: 6 Tables, black and white; 121 Line drawings, black and white; 5 Halftones, black and white; 126 Illustrations, black and white
Dimensiuni: 179 x 252 x 18 mm
Greutate: 0.33 kg
Editura: Taylor & Francis Ltd.

Notă biografică

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.

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