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 mark...
| Other Authors: | , , |
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| Format: | Electronic eBook |
| Language: | English |
| Published: |
Bingley, U.K. :
Emerald,
2014.
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| Series: | Review of marketing research,
v. 11 |
| Subjects: | |
| Online Access: | Full Text via HEAL-Link |
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.
