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Entropy in Trade Marketing

The trade marketing area was the great hit of the 1990s in the world of consumer goods marketing. It grew in importance by concentrating the responsibility of channel management – which had been forgotten by Sales – and communication with the shopper (funds) – something that had been badly developed and conducted by marketing at…

The application of Neuroscience in Marketing*

The objective of neuroscience is to understand the mind – how we perceive, how we move, think and remember. Its study describes as much the physical mechanics of the processes that occur inside the nervous system, as its capacity to alter the functioning of the motor system and perception in relation to changes in the…

Experience Marketing and Neuromarketing

First of all, map out the terrain, then define the strategy Have you ever stopped to think “where” experience happens? When the lights go up in the cinema at the end of a session, we hear the different comments about the film we have just watched. Without much effort, it is possible to detect that,…

Neuromarketing and the influence on shopping behavior

A good part of the efficiency of our brain lies in the fact that it is capable of making a shortcut through reality and use learned patterns, emotions and old instincts to build a context within which we can take the daily decisions in our lives. The so-called neuromarketing works with these elements and how…

An insider’s opinion about the Shopper Marketing Expo 2011

Even after having published two books on shopper and trade marketing, I was still surprised with this years Shopper Marketing Expo, in Chicago, USA. I have been following this international fair and congress for five years now, the only fair to unite the world’s major producers of shopper insights, consulting agencies and institutes of marketing…

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Applied Shopper Marketing

“Shopper marketing is the employment of any marketing and merchandising stimulus, based upon a deep understanding of shopper behavior and its segmentation, developed to satisfy their needs and improve the shopping experience, creating value for the brands and for the business of manufacturers and retailers”. But what does this mean in practice? At the end…

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The charm of window displays in the future of directed shopper marketing

Commerce, ever since the ancient Persian bazaars, has always benefited from the naturally human desire of having something that attracts us. If our eyes are the window to the soul, then window displays are the maximum expression of this facet of human desire – curiosity. Without knowing exactly how far they date back, shop windows…

Directed Shopper Marketing, an effective alternative

A short while ago, I discovered that Brazil was not the only country where discount coupons had never “ taken off ” as a Marketing tactic. Neither China, nor India have developed this promotional tool well, to the surprise of American Marketing professors. In the United States, these slips of paper, which give the right…