Point of purchase marketing

Autor: Hugh Phillips, John Cox
Rok vydání: 1998
Předmět:
Zdroj: Journal of Brand Management. 5:186-193
ISSN: 1479-1803
1350-231X
DOI: 10.1057/bm.1998.5
Popis: The point of purchase (POP) has recently become a major area of focus for both marketers and retailers. This paper argues for a review of marketing strategy with regard to the POP. However, for this to be achieved, a knowledge of shopping behaviour is necessary. Historically, research in this area has been sparse. Therefore, secondly, the paper reviews some of the major themes in shopping behaviour research. Finally, it summarises the research of a team of researchers who have been investigating the psychology of shopping and indicates how the work has been applied in the commercial context. Over the last ten years a group of researchers, both academic and practitioners, have been investigating shopping behaviour and exploring how the insights obtained can influence marketing strategies. This paper reviews the research published and in progress, and attempts to draw general conclusions about the role of marketing at the POP.
Databáze: OpenAIRE
Externí odkaz: