Grey Group's new shopper-marketing operation for Procter & Gamble highlights the importance of the point-of-purchase marketing efforts for the entire industry. The category has been growing by more than 20% a year, according to Deloitte and the Grocery Manufacturers Association. "In all its manifestations, whether online, e-commerce, in-store or mobile, retail is in the center of everything a brand touches," says The Hub Magazine founder Tim Manners.
Why shopper marketing is becoming "the center of gravity"
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