Shopper Marketing
Introduction
Shopper Marketing: Role of In-Store Marketing, Special issue of Review of Marketing Research, Edited by Dhruv Grewal and Anne L. Roggeveen; Deadline Mar 2013
Review of Marketing Research
Naresh K. Malhotra, Editor
Volume 11, Special Issue on:
Shopper Marketing: Role of In-Store Marketing
Co-editors of the Special Issue
Dhruv Grewal and Anne L. Roggeveen (Babson College)
The objective of this special issue is to generate a state of the art understanding of In-Store Marketing activities by integrating insights from both research and practice. We would like the issue to present both new research findings and offer fresh research ideas.
Over the past several decades there has been research into how marketing actions influence how shoppers respond to offers. Yet, with the ever-shifting landscape due to influences such as mobile devices, the internet, and social media, there is an increasing need to understand how marketing actions influence shoppers in their path to purchase. In fact, the Marketing Science Institute has identified this as a top research priority.
Although there are many points along the path to purchase which are important to understand, the 11th edition of Review of Marketing Research (RMR) will be devoted to the topic of in-store marketing actions to understand their impact on shopper reactions to offers. Manuscripts that primarily reflect conceptual and theoretical contributions as well as empirical research studies are equally welcome. The articles should aim to integrate insights both from research and practice. Any topic that fits the broad rubrics of in-store marketing is appropriate. Topics could include the role of in-store digital and non-digital signage, in-store trial/consumption experiences, engagement activities, point-of-purchase information, broader issues pertaining to in-store atmosphere and promotions. We also encourage submission of studies focusing on the use (and integration) of technologies and applications (e.g., online, social, mobile, personalization, localization) influencing shoppers path to purchase.
Email (Word documents) completed competitive manuscripts following the RMR style guide () by March 2013 to:
Dhruv Grewal, Ph.D.
Toyota Chair of Commerce and Electronic Business Professor of Marketing,
Babson College
213 Malloy Hall
Babson Park, MA 02457
Phone: (781) 239-3902
Fax: (781) 239-5020
e-mail: dgrewal@babson.edu
Anne L. Roggeveen, PhD
Faculty Research Scholar
Associate Professor of Marketing
Babson College
215 Malloy Hall
Babson Park, MA 02457
(Phone) 781-239-4289
(Fax) 781-239-5020
aroggeveen@babson.edu
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