The "power" of the point of sale as an advertising medium is often underestimated. In fact, it competes with television for the greatest influence in the marketing mix. Its significance for closing sales is undeniable. However, to successfully lead brands to the point of sale and activate customers to make purchases, innovative strategies and tools are required. Here, a marketing philosophy originating from the USA, but still relatively new in this country, comes into play: shopper marketing. Ulrich Dirk Frey, Gabriele Hunstiger, and Peter Dräger present the prerequisites and potentials of this holistic, strategically grounded concept based on shopper research for the German-speaking area for the first time in this book. Numerous working systems and examples assist the reader in applying these concepts to their own practice. Important terms related to shopper marketing are explained in a glossary.