TITLE

Dealing with feelings

AUTHOR(S)
Risom, Sven; Valkenburgh, Ginny
PUB. DATE
May 2008
SOURCE
Progressive Grocer;5/1/2008, Vol. 87 Issue 6, p60
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses the revision to the 2007 Grocery Manufacturers Association (GMA) definition of shopper marketing to include an attitudinal and emotional aspect. This change is important, as great shopper marketing must reflect the attitudinal and emotional as well as the behavioral shopper elements. To win with the shopper, manufacturers must build insights along each Path-to-Purchase step which has become the industry model that frames the consumer-to-shopper transition.
ACCESSION #
32443965

 

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