Shopper marketing implications on communication strategies and actions

Silveira, Paulo Duarte; Marreiros, Cristina

http://hdl.handle.net/10400.26/5420

Use this identifier to reference this record.

Name:	Description:	Size:	Format:
102 Silveira_MS.pdf		69.82 KB	Adobe PDF	Download

Send Feedback

Authors

Silveira, Paulo Duarte

Marreiros, Cristina

Abstract(s)

Shopper marketing is an international recent concept and approach to marketing. Since shopper marketing is in the early stages of development, it is also an emerging research field, and consequently questions and challenges acrossall the marketing-mix variables are emerging. This paper addressesshopper marketing implications on one of those variables – communication.Specifically, the purpose of this paper is to study the implications of the shopper marketing approach on marketing/brand communication, focusing on point-of-purchase (POP) communication strategies and actions. In order to address that purpose, an expert opinions qualitative study was conducted, gathering primary data from fourteen shopper marketing experts, following a snowball sampling technique.The results confirm the literature review and complement it, providing explanations and adding elements that might help towards a more effective marketing communications management, particularly at the POP.