The three most essential words to consider in the industry may be these: "customer," "consumer" and "shopper." What's strange about these words is that in certain applications they can be used interchangeably, but in others they can't. Stranger still, bringing a precise definition to the words can lead to a new way of thinking about advertising and in-store merchandising. So let's take a closer look. The easiest one to define is "customer," although it has several meanings. To see just ...

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