Shopper marketing and the role of in-store marketing

This volume of Review of marketing research (RMR) focuses on shopper marketing and the role of in-store marketing. The chapters draw from academic research as well as collaborations with major retailers and industry practitioners. Over the past several decades there has been research into how market...

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Bibliographic Details
Other Authors Roggeveen, Anne L., Nordfält, Jens, Grewal, Dhruv
Format eBook
LanguageEnglish
Published Bingley, U.K. : Emerald, 2014.
SeriesReview of marketing research, v. 11
Subjects
Marketing.
Consumers > Decision making.
Advertising, Point-of-sale.
elektronické knihy
electronic books
Online AccessFull text
ISBN9781784410001
ISSN1548-6435 ;
Physical Description1 online zdroj (xxi, 220 p.) : ill.

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Table of Contents:
  • Mobile shopper marketing: assessing the impact of mobile technology on consumer path to purchase / Alicia Baik, Rajkumar Venkatesan, Paul Ferris
  • Tracing the evolution & projectingthe future of in-store marketing / V. Kumar, Nita Umashankar, Insu Park
  • Six lessons for in-store marketing from six years of mobile eye-tracking research / Kirk Hendrickson, Kusum L. Ailawadi
  • The shopper-centric retailer : three case studies on deriving shopper insights from frequent shopper data / Hristina Dzhogleva Nikolova ... [et al.]
  • How do marketing actions and customer mindset metrics influence the consumers path to purchase? / Shuba Srinivasan
  • Insights from in-store marketing experiments / Jens Nordfält ... [et al.]
  • Identifying the drivers of shopper attention, engagement, and purchase / Raymond R. Burke, Alex Leykin
  • Shopper marketing 2.0 : opportunities and challenges / Venkatesh Shankar.

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