September 2010
Beginner to intermediate
256 pages
5h 36m
English
book
Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success
by Rick DeHerder, Dick Blatt
Content preview from Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success
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Index
A
access, 183
accumulation rules for media measures, 80
accuracy of measurements, 36–37
actual audience reach, 82
Adaptation level theory, 137
Ahold USA, 93
aisle sensors, 91
Albertsons, 91
Aldi, 164
aligning store shelves, 179–180
American Research Federation (ARF), 79
amount of retail marketing, 53–55
analysis
in REAP, 8
shopper analysis integration explained, 12–14
retail marketing scorecards, 14–15
segmentation premiums, 15–16
traditional shopper segmentation traits, 16–17
analytic brand model (ROI), 228
analytic retail model (ROI), 227
Anheuser-Busch, 103
A&P, 93
Apple Store, 154
ARF (American Research Federation), 79
assisted versus open sell, 184
assortment, 8, 163–164, 216–217
attention, focusing, 221 ...
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