Innovations in Shopper Marketing: Current Insights and Future Research Issues Academic Article

abstract

• Shopper marketing refers to the planning and execution of all marketing activities that influence a shopper along, and beyond, the entire path-to-purchase, from the point at which the motivation to shop first emerges through to purchase, consumption, repurchase, and recommendation. The goal of shopper marketing is to enable a win-win-win solution for the shopper-retailer-manufacturer. Shopper marketing has emerged as a key managerial practice among manufacturers and retailers, who are eagerly embracing innovations in the different aspects of shopper marketing. We review current and potential innovations in shopper marketing. We identify the managerial challenges to achieving new win-win-win solutions among shoppers, manufacturers, and retailers in shopper marketing and outline future scenarios and research issues related to these challenges. 2011 New York University.

authors

• Shankar, Venkatesh (Venky)

published proceedings

• JOURNAL OF RETAILING

altmetric score

• 1.75

author list (cited authors)

• Shankar, V., Inman, J. J., Mantrala, M., Kelley, E., & Rizley, R.

citation count

• 257

complete list of authors

• Shankar, Venkatesh||Inman, J Jeffrey||Mantrala, Murali||Kelley, Eileen||Rizley, Ross

publication date

• January 2011

publisher

• Elsevier  Publisher

published in

• Journal of Retailing  Journal

keywords

• In-store Marketing
• Manufacturer
• Multichannel Marketing
• Retailer
• Shopper Behavior

Digital Object Identifier (DOI)

• 10.1016/j.jretai.2011.04.007

start page

• S29

end page

• S42

volume

• 87

issue

• SUPPL. 1

URL

• http://dx.doi.org/10.1016/j.jretai.2011.04.007