Dealing with feelings

Risom, Sven; Valkenburgh, Ginny
May 2008
Progressive Grocer;5/1/2008, Vol. 87 Issue 6, p60
Trade Publication
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.


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