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Publicação
Shopper marketing: a literature review
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| 233.61 KB | Adobe PDF |
Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Shopper marketing In-store marketing Literature review