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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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Roggeveen, Anne L., Nordfält, Jens, Grewal, Dhruv
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Bingley, U.K. : Emerald, 2014.
Colección:Review of marketing research ; v. 11,
Temas:
Marketing.
Consumers > Decision making.
Advertising, Point-of-sale.
Publicité sur le lieu de vente.
marketing.
Market research.
Business & Economics > Marketing > General.
Business & Economics > Marketing > Research.
Advertising, Point-of-sale
Consumers > Decision making
Marketing
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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 [and others]
  • How do marketing actions and customer mindset metrics influence the consumers path to purchase? / Shuba Srinivasan
  • Insights from in-store marketing experiments / Jens Nordfält [and others]
  • 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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