We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
SHOPPER MARKETING: A NEW PARTNERSHIP PERSPECTIVE IN MARKETING CHANNELS.
- Authors
Bogetic, Zoran; Kalicanin, Djordje; Stojkovic, Dragan
- Abstract
Shopper marketing has lately become a promising business initiative. The distinction between shopper marketing and traditional marketing paves the way for new relations, partnerships, and better results of retailers and suppliers. The paper explains the new perspective of marketing, with the shopper in focus. Retail has been identified as the center of gravity for enterprise cooperation and a new business consensus. The advantages and challenges of shopper marketing are also explained, including tracing the efficient category management model and partnership value creation. In the wake of the development of new category management guidelines, the paper points out the aspect of the institutionalization of cooperation in shopper marketing, as well as the future of multi-channel analysis and customer satisfaction.
- Subjects
POINT-of-sale advertising; BUSINESS partnerships; CATEGORY management; FORECASTING
- Publication
Economic Horizons / Ekonomski Horizonti, 2016, Vol 18, Issue 1, p55
- ISSN
1450-863X
- Publication type
Article
- DOI
10.5937/ekonhor1601053B