COVER STORY
SHOPPER
MARKETING: THE
REVOLUTION IN
MARKETING
By Nelly Kanja
C
ompanies, especially branded
manufacturers, have over a long
period of time drawn their
source of competitive advantage from
developing powerful brands and
driving depth of distribution.
00 MAL 11/16 APRIL
They have continued large and sustained
investments in traditional marketing
practices such as advertising and trade
promotion. Yet brand loyalty, product
innovation success rates, and sales lifts
remain elusive.