White Paper
Pity the freshly degreed MBA just now entering into the CPG business world. They must wonder: whatever happened to the “consumer” that I studied in Marketing 101?? The rampant growth of the “shopper” marketing nomenclature in the U.S. marketing and retail industry has been astounding, often replacing the consumer discussion in the trade press.
The buzz is seductive. Listening to it one might conclude that the Shopper Marketing discipline is fully integrated into brand marketing plans, and is a core part of the go-to-market strategy for marketers and their distribution channel partners. Unfortunately, it is not so. The fact is …
