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Shopper Marketing and the Role of In-Store Marketing: 11 (Review of Marketing Research) - Tapa dura

 
9781784410018: Shopper Marketing and the Role of In-Store Marketing: 11 (Review of Marketing Research)
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ISBN 10: 1784410012 ISBN 13: 9781784410018
Editorial: Emerald Group Publishing Limited, 2014

Sinopsis

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.

"Sinopsis" puede pertenecer a otra edición de este libro.

Reseña del editor

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.

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
Emerald Group Publishing Limited
Año de publicación
2014
Idioma
Inglés
ISBN 10 
1784410012
ISBN 13 
9781784410018
Encuadernación
Tapa dura
Número de páginas
248
Editor
Grewal Dhruv, Roggeveen Anne L., Nordfalt Jens
Contacto del fabricante
Parlux
https://www.parluxus.com/company/

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