Delivery included to the United States

Shopper Marketing and the Role of In-Store Marketing

Shopper Marketing and the Role of In-Store Marketing - Review of Marketing Research

Hardback (20 Aug 2014)

Save $20.59

  • RRP $133.97
  • $113.38
Add to basket

Includes delivery to the United States

10+ copies available online - Usually dispatched within two working days

Publisher's Synopsis

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 marketing actions influence how shoppers respond to offers. Yet, with the ever-shifting landscape due to influences such as mobile devices, the internet, and social media, there is an increasing need to understand how marketing actions influence shoppers in their path to purchase. Although there are many path to purchase points which are important to understand, this edition of RMR is devoted to the topic of in-store marketing actions to understand their impact on shopper reactions to offers. The chapters highlight new technologies (e.g., mobile, digital displays) and information aids (e.g., nutrition scores, floor signage) being used by leading retailers to influence the path to purchase. In addition, new research technologies (e.g., eye-tracking, heat maps, in-store experiments) and models that are being used to assess the effectiveness of the path to purchase tactics are discussed.

Book information

ISBN: 9781784410018
Publisher: Emerald Group Publishing Limited
Imprint: Emerald Publishing
Pub date:
DEWEY: 658.83
DEWEY edition: 23
Language: English
Number of pages: 227
Weight: 498g
Height: 161mm
Width: 238mm
Spine width: 19mm