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What is shopper marketing?

Updated: 8/17/2019
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9y ago

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Shopper Marketing recognizes that there is a significant difference between shopping and consuming, and what drives a consumer to use a brand or product is different from that which persuades them to buy. Whether the shopper and the consumer are the same person, or different, what motivates them and changes their behavior may be different.

Shopper marketing recognizes this and extends the traditional consumer marketing mix to encompass the world of shoppers - in-stores and out of stores - to create an integrated marketing plan which addresses both consumers and shoppers.

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