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Title: Shopper Marketing: A Literature Review
Authors: Silveira, Paulo
Marreiros, Cristina Galamba
Keywords: shopper marketing
in-store marketing
Issue Date: 2014
Publisher: International Review of Management and Marketing
Citation: Silveira, P.; Marreiros, C.G. "Shopper Marketing: a literature review". International Review of Management and Marketing Vol. 4, No. 1, 2014, pp.90-97
Abstract: Shopper marketing is a recent concept and it has been gaining importance and attention among managers and researchers. Due to its youth and increasing relevance, the purpose of this paper is to analyze, categorize, compile and analyze the existing knowledge concerning shopper marketing. The main finding of this paper is that the literature on shopper marketing is complementary and coherent, and also raises several research and managerial challenges. Besides that, there is a structural common trace on the literature, recognizing that shoppers are citizens with specific needs beyond consumption, which should be effectively analyzed and satisfied, adopting a shopper marketing approach. The main contributions provided are the compilation of shopper marketing literature, its analysis and the identification of major issues and directions for future research.
ISSN: 2146-4405
Type: article
Appears in Collections:CEFAGE - Publicações - Artigos em Revistas Internacionais Com Arbitragem Científica

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