Shoppernomics: how to shorten and focus the shoppers' routes to purchase

What happens from the moment the thought of a purchase occurs - through to the ownership of the product - is a journey that is impacted by media, advice, packaging and now even experiencing the product or service.

Many of the impact messages are way off the target, and brand managers, agencies and retailers would give their eye teeth to know what to do in order to enact the purchase thought process.

This book explains some of the key principles which underpin the logic of consumer purchasing.