ESCP Europe

This volume of Review of Marketing Research (RMR) focuses on shopper marketing and role of in-store marketing drawing with major retailers and industry practitioners. With the ever-shifting landscape due to influences such as mobile devices, the internet, and social media, there is an increasing need to understand how marketing actions influence shoppers in their path to purchase. This volume of RMR is devoted to the topic of in-store marketing actions to understand their impact on shopper reactions to offers. It highlights new technologies and information aids being used by leading retailers to influence the path to purchase.