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Influencing the Shopper

Introduction

Category Management and Shopper Marketing in Practice; Abstract deadline 31 Jul 2016

ECR Community has a long and recognized heritage in providing the Grocery Industry in Europe with “Best Practice” in Category Management. Key pieces of work conducted by ECR over the years include “The Eight Step Approach to Category Management” (1999) and “The Consumer & Shopper Journey Framework” (2011).

In 2016, ECR Community will provide the industry with a view on modern Category Management and Shopper Marketing as it applies to the grocery industry today and consider the relevant future trends. This Guide will depict and explain modern processes by using current case studies and insight articles.

The Guide is set to be published in October 2016. There will be extensive communication and circulation of the Guide throughout ECR Community, 20 ECR Nationals Europe and ECR Asia/Pacific to the major local and regional decision makers.

Aimed at including an “Academic Insights” section within the Guide, we would like to cordially invite you to submit short abstracts for inclusion. The deadline for submissions is July 31st 2016.

Submission should be no more than 250 words and include:

  • Introduction, explaining topic, purpose, and research question(s)
  • Research methods (this may also include the type of data analysis you used)
  • Research findings
  • Conclusions and recommendations

Given the Guide’s strong practitioner readership, please place particular emphasis on practitioner implications. Finally, the basis of the Guide is modern Category Management & Shopper Marketing so it is essential to illustrate new research or practices that would not have been possible to conduct until recently.

For questions or to submit abstracts – please contact:

Panagiotis Sarantopoulos, Athens University of Economics and Business (psarantopoul@aueb.gr)

Executive Editors: