oa Journal of Marketing - Kristina Couzyn gets serious in the aisles : 5 strong voices

Volume 2009, Issue 04
  • ISSN : 1811-9565



Shopper marketing is often seen as the sharper end of marketing as it is perceived to offer quick and measurable return on investment, which has become critically important in today's tough times. No longer the poor cousin of above the line, many marketers are viewing the point of sale as the "first moment of truth".

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