Shopper Marketing: How to transform a “visitor of store” into a shopper
Articles | Zuzana Mračková 15.06.2010
Expert analyses of research and advisory companies signalize that in the developed countries there is 70% of shopping decisions made directly in the store. The most interesting 25% shoppers generate 70% of related profit. Do you know which shoppers are they? What attracts them, what pleases them, irritates them or repulse them? You are surely not the only one who is a little nervous reading this question… Therefore it is not surprising the shopper marketing is currently the fastest growing marketing discipline within suppliers´ as well as retailers´ side.
Marketing Management 2010: Is really the work of marketers currently mostly driven by the need to hold down?
Articles | Zuzana Mračková 17.05.2010
This year’s conference Marketing Management, which was held on 5th May 2010, attracted around 150 attendants to the Prague hotel Grand Majestic Plaza. They came to share ideas and experience on how it is possible not only to “survive” on the current market, but also to grow, if only the marketers have enough courage.
Bio Summit 2010 showed a path forward for sustainable and ethical business
Articles | Zuzana Mračková 26.04.2010
Conference Bio Summit 2010 which was held on 8th April 2010 in Prague with participation of more than 150 delegates from retailers, food producers and other businessmen offered very actual and urgent message of speakers especially from the field of ethical and sustainable business.
Speakers pointed at many examples of global companies as well as middle-sized regional companies proving that to join values of economy and ethics is not only possible but also very beneficial for all parties, including stockholders, employees an
How to get off the promotion train, which goes in the bad direction?
Articles | Zuzana Mračková 26.04.2010
Just rarely in the almost ten years history of the conference series Retail in Detail three was found a topic so much corresponding with the actual demand for information in retail, solving the question of efficient promotions.
How to gain new energy and motivation for the squeezed marketing?
Articles | Zuzana Mračková 07.04.2010
Marketing of nowadays is much more demanding than in peaceful times of redundancy, when success was very often achieved just by careful keeping of bureaucratic procedures, safe distribution of dedicated budgets, contemplating every decision and doing what everyone else is doing.
The biggest threat for marketing discipline does
More Efficient Promotions: Hot Topic of Czech Retail Market
Articles | Zuzana Mračková 11.02.2010
Czech households in the time of crisis don´t often seek for “the cheapest” but they systematically look for the highest value for the lowest price available. Currently there is the explosion of FMCG shopping for discount prices in the market, resulting in a dramatic decrease of profitability of all the players involved.
Public Relations Summit 2009 has brought fruitful discussion of professionals on the PR role in current turbulent times
Articles | Zuzana Mračková 22.10.2009
Experts in the Public Relations agreed the future lays in symmetrical and bilateral communication, especially in new media and social networks
Jerry Singh and Category Management
Articles | Zuzana Mračková 21.09.2009
1) How long are you working on category management and on education in this field?
Since the late 1980’s….twenty years to be exact, since the very first Customer teams were formed by Procter & Gamble to work with Wal-Mart’s merchandisers—leading to the evolution of Category Management which was formalized with the US ECR (Efficient Consumer Response) report in 1993, and the Europe ECR report in 1997.
PR in Turbulent Times
Articles | Zuzana Mračková 13.07.2009Times are tough, no one can debate that, and tough times bring out new challenges for all industries. The newest Business Risk Report by Ernst & Young has reassessed the largest risk factors in business in 2009. Outside of the greatest risks related to the current economic climate, not surprisingly, the threat of a worsening reputation moved from number 22 to a top ten finish.
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