by Venkatesh Shankar
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