Shopper marketing and the role of in-store marketing

• Other Authors: Roggeveen, Anne L., Nordfält, Jens, Grewal, Dhruv
• Format: Electronic eBook
• 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.

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...