Shopper Marketing: Profiting from the Place Where Suppliers, Brand Manufacturers, and Retailers Connect

Part II: The Scholar’s View

Part II of the book is devoted to exploring a little bit deeper the scholastic research that supports some of the thinking and guidelines offered in Part I. There are only a few chapters, but they are quite different from the chapters in Part I. Here we help you understand both the way academics, also referred to within the profession as scholars, think and findings from academic research in areas relevant to shopper marketing. It is not our intention to showcase all the research that might be relevant; that would be impossible. Instead, our intent is to share the kinds of research being done so that you can seek out contemporary work that might help you with your specific challenge at hand. This work is being done ...