Construct · 1 fields · 1 citations

shopper marketing: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed

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Retailing

marketing activities aimed at people in their role as shoppers, across the path to purchase, rather than as consumers using a product.

In retailing, shopper marketing refers to marketing activities aimed at people in their role as shoppers, across the path to purchase, rather than as consumers using a product. This meaning comes from Shankar (2011) in Journal of Retailing.[1]

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Nearby constructs

path3 fields · 3 citationsjingle · one word, three constructs product3 fields · 3 citationsjingle · one word, three constructs purchase1 fields · 2 citationsanchor · a standalone construct

References

Shankar, V., Inman, J. J., Mantrala, M., Kelley, E., & Rizley, R. (2011). Innovations in Shopper Marketing: Current Insights and Future Research Issues. Journal of Retailing, 87, S29-S42. https://doi.org/10.1016/j.jretai.2011.04.007

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