I wish I had a nickel for every time I've heard the words "shopper marketing" in the past year. I was first introduced to the term while doing a database project for iMedia. Over four months I began to see more and more titles with "shopper marketing" in them -- this in an industry in which titles and hierarchy don't change that often.
Since then, I've seen shopper marketing conferences debut, friends get shopper marketing titles, and many other signs that this is not a passing fad.
So what's it all about, and why should you care? Explore this handy cheat sheet on the fundamentals of shopper marketing.