Shopper Marketing, a book written by marketing PhD program director and Brandon C. Coleman, Jr. Chair in Marketing Venkatesh Shankar, has been published by the Marketing Science Institute (MSI). The 10th book in MSI’s Relevant Knowledge Series was written to help managers think systematically about shopper marketing challenges and opportunities. This is the first book by an academic on this hot emerging topic.
By defining shopper marketing to encompass all marketing activities that influence a shopper along, and beyond, the path to purchase, Shankar provides a unified framework for manufacturer and retailer collaboration. He encourages a “win-win” perspective in which manufacturers and retailers align their marketing activities to meet shopper needs and build better relationships with customers.