Study: Shopper marketing not well-integrated with other channels
Although spending on shopper marketing is on a strong growth track, the channel's power is being hampered by a lack of coordination with other marketing segments, a new report from the Grocery Manufacturers Association, Booz & Company and SheSpeaks has found. The failure to integrate the segments "makes it hard to decide whether and where to focus investment across the range of shopper marketing opportunities out-of-store and in-store, as well as to establish priorities for the marketing mix overall," the researchers said.
MediaPost Communications
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This story published in 4A's SmartBrief on 11/04/2009
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