Cover -- Half Title -- Title Page -- Copyright Page -- Table of contents -- Figures -- Tables -- 1 Shopper marketing and society -- The relevance of shopper marketing -- Key factors influencing shopper marketing -- Introduction -- Technology -- Economy -- Social and political sphere -- Implications for shopper marketing strategies -- Notes -- 2 Strategic shopper marketing -- The emergence of strategic shopper marketing -- Connecting the route to purchase with the route to market in the new omnichannel reality -- Notes -- 3 The route to purchase
Consumption need states as catalysts of shopper behavior -- Shopper attitudes -- Introduction -- Involvement -- Purchase planning -- Shopping missions -- The shopper journey -- From touchpoints to shopper journeys -- Shopper journeys are local -- Shopper to buyer conversion -- Route to purchase strategy design -- Notes -- 4 The route to market -- Introduction -- Points of purchase and sales channels -- Management of the point of purchase and sales channels -- Introduction -- Traditional and fragmented sales channels -- Modern and organized sales channels -- Digital sales channels
The market-focused organization -- Notes -- 5 Connecting the route to purchase with the route to market -- Role of the point of purchase -- Activation of the shopper at the point of purchase -- From picture of success to activation programs -- From category management to shopper management -- Digital activation -- Ecosystem shopper marketing -- The need for recommendation-driven activation strategies -- The new competitive space of hyper-convenience and last yard service -- The need for ecosystem-oriented shopper marketing -- Notes -- Bibliography -- Index
