Shopper Marketing and the Role of In-Store Marketing

by Dhruv Grewal

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...

• Format: Hardcover
• Language: English
• ISBN: 1784410012
• ISBN13: 9781784410018
• Release Date: August 2014
• Publisher: Emerald Group Publishing
• Length: 248 Pages
• Weight: 1.15 lbs.
• Dimensions: 1.0" x 6.0" x 9.1"