Shopper marketing and the role of in-store marketing

• Άλλοι συγγραφείς: Roggeveen, Anne L., Nordfält, Jens, Grewal, Dhruv
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Bingley, U.K. : Emerald, 2014.
• Σειρά: Review of marketing research, v. 11
• Θέματα: 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...

Πίνακας περιεχομένων:

• 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.