Strategy map and Balanced Scorecard of shopper marketing
Shopper marketing is a young marketing practice which puts the shopper into the centre of marketing efforts. The main assumption is that the shopper is the final decision maker in the process of shopping and buying in the environment of retail store. They are the stakeholders who run the cash inflow...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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University of Novi Sad - Faculty of Economics, Subotica
2016-01-01
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| Series: | Anali Ekonomskog fakulteta u Subotici |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/0350-2120/2016/0350-21201635157K.pdf |
| Summary: | Shopper marketing is a young marketing practice which puts the shopper into the centre of marketing efforts. The main assumption is that the shopper is the final decision maker in the process of shopping and buying in the environment of retail store. They are the stakeholders who run the cash inflows of companies. Influence of shopper marketing on the realization of sales and profit goals of retail companies and brand manufacturers requires a strategic approach and supporting performance measurement system. In this paper we have tried to implement this mission using modern and proven techniques of strategy map and Balanced Scorecard (BSC). We identified key themes and goals in the financial perspective, customer perspective enriched by shopper dimension, internal business process perspective and the perspective of learning and growth, and then we identified causal relationships between them. Such a hypothesis about the efforts and effects of shopper marketing was the basis for the design of BSC. Such BSC includes a set of performance measures in a comprehensive way, and enables implementation and control of the shopper marketing strategy. |
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| ISSN: | 0350-2120 2683-4162 |