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For CMO Professionals

Shopper Marketing Breaks Out Of The Store

Follow The Customer Life Cycle To Influence Pre-Store Purchase Decisions

September 21, 2011

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Authors

  • By Tracy Stokes
  • with David M. Cooperstein,
  • Sucharita Mulpuru,
  • Cory Munchbach,
  • Matthew Dernoga

Why Read This Report

Shopper marketing is expanding beyond the brick-and-mortar world as frugal and in-the-know consumers use technology to inform their purchases. This shift will create a proliferation of marketing options and organizational confusion as traditionally siloed brand marketing and shopper marketing teams navigate how to work together. Brand management leaders must align people, processes, and technologies into a new, more customer-obsessed center of excellence that embraces both brand and trade marketing capabilities to create a more consistent brand experience across the customer life cycle.

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Table of Contents

  • Digital Innovations Push Shopper Marketing Beyond The Store Walls
  • Brand Marketing Must Seize The Reins Of Shopper Marketing
  • WHAT IT MEANS

  • The Battle For The Customer's Heart And Wallet Heats Up
  • Supplemental Material

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