Thesis (M.B.A.)--University of Hong Kong, 1998. / Includes bibliographical references (leaf 82).

Thesis (M.B.A.)--University of Hong Kong, 1996. / Includes bibliographical references (leaf 92-95).

by Chang Hoi Kau. / Summary in Chinese on endpapers. / Thesis (M.Comm.)--Chinese University of Hong Kong. / Bibliography: leaf 129.

Thesis (M.B.A.)--University of Hong Kong, 1980.

Thesis (M. Soc. Sc.)--University of Hong Kong, 1996. / Includes bibliographical references (leaf 85-91).

Thesis (M.Soc.Sc.)--University of Hong Kong, 1996. / Includes bibliographical references (leaf 85-91) Also available in print.

Thesis (M.B.A.)--University of Hong Kong, 1998. / Includes bibliographical references (leaf 105-108).

Thesis (M.B.A.)--University of Hong Kong, 1998. / Includes bibliographical references (leaf 108-111).

Thesis (M.B.A.)--University of Hong Kong, 1996. / Includes bibliographical references (leaf 82).

In today's highly competitive and cluttered marketing environment it becomes increasingly harder for brands to differentiate themselves form others. This is especially pronounced in the retail space. Shopper marketing is a discipline that focuses on shoppers and their needs to create a unique shopping experience and thereby increase in-store communication effectiveness. Keeping in mind the challenges of marketing to children, LEGO aims to communicate to its shoppers as well as consumers through the platform of in-store its core values of creative play, fun and learning. The thesis discusses the effectiveness of LEGO shopper marketing, specifically the engagement elements it uses in various channels. The aim is to test and evaluate the impact of these materials on the target audience and sales as well as define the hierarchy of LEGO in-store communication materials. In the theoretical part shopper marketing concepts, shopper beaviour and marketing in the toy industry are discussed.