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Shopper Marketing and the Role of In-Store Marketing (Review of Marketing Research)
Dhruv Grewal (Ed.)
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Description for Shopper Marketing and the Role of In-Store Marketing (Review of Marketing Research)
Hardcover. 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. Editor(s): Grewal, Dhruv; Roggeveen, Anne L.; Nordfalt, Jens. Series: Review of Marketing Research. Num Pages: 248 pages. BIC Classification: KJSM. Category: (UP) Postgraduate, Research & Scholarly. Dimension: 161 x 238 x 19. Weight in Grams: 498.
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 ... Read more
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 ... Read more
Product Details
Format
Hardback
Publication date
2014
Publisher
Emerald Group Publishing Limited
Condition
New
Series
Review of Marketing Research
Number of Pages
248
Place of Publication
Bingley, United Kingdom
ISBN
9781784410018
SKU
V9781784410018
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-50
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