February 2012
Beginner
296 pages
7h 27m
English
Content preview from Shopper Marketing, 2nd Edition
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Internationalization of shopper marketing
VILLE MAILA
Ville Maila is the planning director for Phenomena Group and he is in charge of planning shopper promotions and developing new promotion mechanisms. Phenomena Group is an international shopper promotions agency operating in over 20 countries around the world and working with clients such as Unilever, Nestlé, Anheuser-Busch InBev and Pepsico.
Internationalization of shopper marketing
Shopper marketing is emerging as a marketing practice virtually everywhere in the world, from China to Germany, from the United States to the United Arab Emirates. Although still in its infancy, a crucial question arises – is shopper marketing more local or international? A quick look at the internationalization ...
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