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Review of Marketing Research Ser.: Shopper Marketing and the Role of in-Store Marketing by Anne L. Roggeveen (2014, Hardcover)

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Shopper Marketing and the Role of In-Store Marketing (Review of Marketing Research) by Dhruv Grewal [Hardcover]

About this product

Product Identifiers

PublisherEmerald Publishing The Limited

ISBN-101784410012

ISBN-139781784410018

eBay Product ID (ePID)203526211

Product Key Features

Number of Pages248 Pages

LanguageEnglish

Publication NameShopper Marketing and the Role of In-Store Marketing

Publication Year2014

SubjectMarketing / General, Marketing / Research

TypeTextbook

Subject AreaBusiness & Economics

AuthorAnne L. Roggeveen

SeriesReview of Marketing Research Ser.

FormatHardcover

Dimensions

Item Height0.7 in

Item Weight16.8 Oz

Item Length9.3 in

Item Width6.3 in

Additional Product Features

Intended AudienceScholarly & Professional

Dewey Edition23

Series Volume Number11

Dewey Decimal658.83

Table Of Content1. Mobile Shopper Marketing: Assessing the Impact of Mobile Technology on Consumer Path to Purchase - Alicia Baik, Rajkumar Venkatesan, and Paul Farris 2. Tracing the Evolution and Projecting the Future of In-Store Marketing - V. Kumar, Nita Umashankar and Insu Park 3. Shopper Marketing: Six Lessons for Retail from Six Years of Mobile Eye-Tracking Research- Kirk Hendrickson and Kusum Ailawadi 4. The Shopper-Centric Retailer: Deriving Shopper Insights from Frequent Shopper Data - Hristina Dzhogleva Nikolova, J. Jeffrey Inman, Jim Maurer, Ellie Wilson, Andrew Carmichael, Andrew Greiner and Gala Amoroso 5. How Do Marketing Actions and Customer Mindset Metrics Influence the Consumer's Path to Purchase? Shuba Srinivasan 6. Insights from In-store Marketing Experiments - Jens Nordfalt, Dhruv Grewal, Anne L. Roggeveen, and Krista Hill 7. Identifying the Drivers of Shopper Attention, Engagement, and Purchase - Raymond R. Burke and Alex Leykin 8. Shopper Marketing 2.0: Opportunities and Challenges - Venkatesh Shankar

SynopsisThis 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., As the way shoppers' purchasing habits change due to influences such as mobile devices and the internet there is an increasing need to understand how marketing actions influence how shoppers respond to offers. This volume of RMR dedicates itself to understanding the impact on shoppers from in-store marketing activities on their path to purchase.

LC Classification NumberHM1001-1281