Shopper marketing and the role of in-store marketing

• Other Authors: Roggeveen, Anne L., Nordfält, Jens., Grewal, Dhruv.
• Format: Electronic
• Language: English
• Published: Bingley, U.K. : Emerald, 2014.
• Series: Review of marketing research, v. 11
• Subjects: Business & Economics > Marketing > Research.; Business & Economics > Marketing > General.; Market research.; Marketing.; Consumers > Decision making.; Advertising, Point-of-sale.; elektronické knihy; electronic books
• ISBN: 9781784410001 (electronic bk.) :
• Physical Description: 1 online resource (xxi, 220 p.) : ill.

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 mark...