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The research library of POPAI serves to identify, preserve and make available research and insights of enduring value. POPAI’s aim is to make conditions suitable for access and to support research that will add to the literature of marketing at retail and shopper marketing and to elevate the medium on par with other marketing mediums.Access the research library. 

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White Paper: The Walmart Crapshoot « White Paper « Industry Resources « Downloads

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Version2010
Date postedNovember 30, -0001
Downloaded44 times
CategoriesWhite Paper

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One of the most important criteria used by retailers to evaluate a proposed shopper-marketing initiative is the extent to which it is designed to benefit all stakeholders ¥ meaning the retailer and its customers ¥ as well as the sponsoring brands. As everybody knows, this is called a “win-win-win.àIt goes without saying that Walmart is especially insistent on this. As a result, most suppliers pull all stops to ensure that everything they present to Walmart is structured to be a win-win-win ¥ and perhaps even a little overboard on the “win-winà segments meant for Walmart and its customers.

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