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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Contents
Chapter 1 REAP (Retail Ecosystem Analytics Process)
Utilizing REAP to Deliver Consistent Results
Chapter 2 Measuring Marketing at Retail in Supermarkets
Phase One—POPAI’s Channel Studies
Chapter 3 Measuring Marketing at Retail in Convenience Stores
Learning One: Retail Marketing Execution Techniques Concentrated
Learning Two: Marketing Messages Concentrated
Learning Three: Huge Premium for Excellence
Learning Four: Brand Size Drives Outpost Display Activity
Learning Five: Category Response Varies Widely by Message Location
Learning Six: Borrowed Interest Has a Disproportionate Impact on Smaller Brands
Learning Seven: Strong Brand Expression Significantly Outperforms ...
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