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What is shopper marketing?

In the very recent past and even still today, product manufacturers concentrated on marketing brands to consumers and retailers marketed categories to customers. Manufacturers would (and still do) use “trade marketing” programs to promote their brands instore in a retailer specific or exclusive way. Brands sitting under a retailer’s program umbrella would be promoted via “co-marketing” programs, where two companies cooperate with separate distribution channels. And then there was “ca