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INSIGHTS

When does the consumer end and the shopper begin?

23 May 2011, Posted by TorchMedia in Blog, Grocery

Senior shopper marketers from leading manufacturers including Fererro, Mars Pet Care, SC Johnson and Murray Goulburn joined TorchMedia’s Kirsty Dollisson for a roundtable discussion on the definitions of consumer and shopper. All at the table expressed their struggle to secure enough funding for shopper marketing. Each of the companies represented described a different place for Shopper Marketing within their organisation – for one, shopper marketing reported directly to the general manager, another reported to sales and another was part of…