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The 2008 GMA/Deloitte Shopper Marketing study focuses on the shopper marketing experiences and lessons learned at many retailers and consumer products manufacturers across North America. This study captures the experiences of retailers and consumer goods companies, pointing out ways to avoid the pitfalls and to become effective at shopper marketing. In completing the research, the GMA/Deloitte team paid particular attention to:
• Defining and exploring effective models of collaboration
• Testing linkages between strategy and company deployment and activation models
• Understanding how retailers, manufacturers and other stakeholders define and measure success