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.
Inhaltsverzeichnis
1. Mobile Shopper Marketing: Assessing the Impact of Mobile Technology on Consumer Path to Purchase - Alicia Baik, Rajkumar Venkatesan, and Paul Farris
2. Tracing the Evolution and Projecting the Future of In-Store Marketing - V. Kumar, Nita Umashankar and Insu Park
3. Shopper Marketing: Six Lessons for Retail from Six Years of Mobile Eye-Tracking Research- Kirk Hendrickson and Kusum Ailawadi
4. The Shopper-Centric Retailer: Deriving Shopper Insights from Frequent Shopper Data - Hristina Dzhogleva Nikolova, J. Jeffrey Inman, Jim Maurer, Ellie Wilson, Andrew Carmichael, Andrew Greiner and Gala Amoroso
5. How Do Marketing Actions and Customer Mindset Metrics Influence the Consumer's Path to Purchase? Shuba Srinivasan
6. Insights from In-store Marketing Experiments - Jens Nordfalt, Dhruv Grewal, Anne L. Roggeveen, and Krista Hill
7. Identifying the Drivers of Shopper Attention, Engagement, and Purchase - Raymond R. Burke and Alex Leykin
8. Shopper Marketing 2.0: Opportunities and Challenges - Venkatesh Shankar
