February 2012
Beginner
296 pages
7h 27m
English
Content preview from Shopper Marketing, 2nd Edition
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Connecting, engaging and exciting shoppers
MICHAEL MORRISON AND MEG MUNDELL
Michael Morrison is the programme director of the Monash Australian Marketing Study programme and coordinator of the Master of Marketing (Retailing) department of Monash University, Melbourne, Australia. Meg Mundell is a Melbourne-based writer, teacher and interdisciplinary researcher. Her journalism, creative writing and commentary have been widely published in Australian newspapers and journals.
Introduction
Shoppers are ‘tuning out’ when faced with traditional modes of in-store marketing. Their declining receptiveness poses a major dilemma for brands: how can they best build strong, lasting customer relationships?
Today’s top brands are meeting the challenge ...
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