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Shopper Marketing and the Role of In-Store Marketing (Hardcover)
Loot Price: R3,660
Discovery Miles 36 600
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Shopper Marketing and the Role of In-Store Marketing (Hardcover)
Series: Review of Marketing Research
Expected to ship within 12 - 17 working days
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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.
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