Simply Holistic
Measuring success means uniting brand and sales objectives. By Stanton Kawer. Those of us who have been practicing shopper marketing for any length of time remember all its previous iterations: co-marketing, account-specific marketing, customer marketing, co-op marketing and collaborative marketing.
All of these monikers — including shopper marketing — are questionable fabrications whose true purpose is to differentiate and reallocate dollars and responsibilities. Why isn’t shopper marketing just strategic marketing with more clearly articulated business goals? Why is there a distinction between in-home marketing, on-the-go marketing, and in-store marketing? Why is building a brand an end-point in and of itself rather than a hugely important part of an overall sales dialogue? read >>
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