What is Shopper Marketing?

In Shopperception:   Part 1 of what looks like a good introduction to the topic." ... If products are not purchased, nothing else matters. The best marketing and advertising campaigns in the planet fail if products stay on the shelf, and the one making the difference is the shopper. This basic realization has made Shopper Marketing so useful and vital for successful brand building in the past few years. Companies have always spent a big part of their budget driving awareness among consumers. ... "