Innovations in Shopper Marketing: Current Insights and Future Research Issues

Journal of Retailing 87S (1, 2011) S29-S42

Mays Business School Research Paper No. 2012-59

15 Pages Posted: 17 May 2012

See all articles by Venkatesh Shankar

Venkatesh Shankar

Texas A&M University - Mays Business School

Jeffrey Inman

University of Pittsburgh - Katz Graduate School of Business

Murali Mantrala

affiliation not provided to SSRN

J. Eileen Kelley

affiliation not provided to SSRN

Ross Rizley

affiliation not provided to SSRN

Date Written: 2011

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 reviewcurrent 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.

Keywords: Shopper behavior, Multichannel marketing, In-store marketing, Retailer, Manufacturer

Suggested Citation

Shankar, Venkatesh and Inman, Jeffrey and Mantrala, Murali and Kelley, J. Eileen and Rizley, Ross, Innovations in Shopper Marketing: Current Insights and Future Research Issues (2011). Journal of Retailing 87S (1, 2011) S29-S42; Mays Business School Research Paper No. 2012-59. Available at SSRN: https://ssrn.com/abstract=2061814

Venkatesh Shankar (Contact Author)

Texas A&M University - Mays Business School ( email )

Wehner 401Q, MS 4353
College Station, TX 77843-4218
United States
979-845-3246 (Phone)

HOME PAGE: http://www.venkyshankar.com

Jeffrey Inman

University of Pittsburgh - Katz Graduate School of Business ( email )

Pittsburgh, PA 15260
United States

Murali Mantrala

affiliation not provided to SSRN ( email )

J. Eileen Kelley

affiliation not provided to SSRN ( email )

Ross Rizley

affiliation not provided to SSRN ( email )

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