Bridging the divide between brand and shopper marketing

This article explains four changes to shopper marketing research that will make marketing more effective by integrating brand and shopper marketing.

Bridging the divide between brand and shopper marketing

Sam CurtisTNS

Time and time again brands see their hard-won place in consumer hearts and minds failing.

Nothing exerts so great an influence on shoppers' choices as brand equity; the way a shopper feels about a brand and his or her existing relationship with it. And yet time and time again brands see their hard-won place in consumer hearts and minds failing to translate into strong sales performance.

The challenge of integrating different elements of marketing activity is consistently listed by CMOs as one of their biggest concerns. And...

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