Tag Archives: shopping

  • Innovations in Shopper Marketing: Current Insights and Future Research

    Shankar Inman Mantrala…JR 2011

    by Venkatesh Shankar, J. Jeffrey Inman, Murali Mantrala, Eileen Kelley, and Rozz Rizley

    This article was published in the Journal of Retailing, 87S (1, 2011), S29-S42.

    Shopper marketing refers to the planning and execution of all marketing activities that influence a shopper along, and beyond, the entire path-to-purchase, from the point at which the motivation to shop first emerges through to purchase, consumption, repurchase, and recommendation. The goal of shopper marketing is to enable a win-win-win solution for the shopper-retailer-manufacturer. Shopper marketing has emerged as a key managerial practice among manufacturers and retailers, who are eagerly embracing innovations in the different aspects of shopper marketing. We review current and potential innovations in shopper marketing. We identify the managerial challenges to achieving new win-win-win solutions among shoppers, manufacturers, and retailers in shopper marketing and outline future scenarios and research issues related to these challenges.

  • Shopper Marketing

    by Venkatesh Shankar

    http://www.msi.org/books/shopper-marketing/

    http://www.amazon.com/Shopper-Marketing-Relevant-Knowledge-Series/dp/0982387733 

    This book in MSI’s Relevant Knowledge Series will help managers think systematically about shopper marketing challenges and opportunities. By defining shopper marketing to encompass all marketing activities that influence a shopper along, and beyond, the path-to-purchase, Shankar provides a unified framework for manufacturer and retailer collaboration. He encourages a “win-win” perspective in which manufacturers and retailers align their marketing activities to meet shopper needs and build better relationships with customers. 50 pages.

    Contents: 1.  What Is Shopper Marketing? 2.  Research Insights about Shopper Behavior 3.  Industry Practices 4.  Implications of Shopper Marketing Insights for Manufacturers and Retailers 5.  Emerging Trends and Underexplored Issues and Questions