Shopper: A new partnership perspective in marketing channels
Shopper marketing has lately become a promising business initiative. The distinction between shopper marketing and traditional marketing paves the way for new relations, partnerships, and better results of retailers and suppliers. The paper explains the new perspective of marketing, with the shopper...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Kragujevac
2016-04-01
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| Series: | Economic Horizons |
| Subjects: | |
| Online Access: | http://www.horizonti.ekfak.kg.ac.rs/sites/default/files/Casopis/2016_1/EN/Bogetic_Kalicanin_Stojkovic_EN.pdf |
| _version_ | 1818564447106498560 |
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| author | Zoran Bogetic Djordje Kalicanin Dragan Stojkovic |
| author_facet | Zoran Bogetic Djordje Kalicanin Dragan Stojkovic |
| author_sort | Zoran Bogetic |
| collection | DOAJ |
| description | Shopper marketing has lately become a promising business initiative. The distinction between shopper marketing and traditional marketing paves the way for new relations, partnerships, and better results of retailers and suppliers. The paper explains the new perspective of marketing, with the shopper in focus. Retail has been identified as the center of gravity for enterprise cooperation and a new business consensus. The advantages and challenges of shopper marketing are also explained, including tracing the efficient category management model and partnership value creation. In the wake of the development of new category management guidelines, the paper points out the aspect of the institutionalization of cooperation in shopper marketing, as well as the future of multi-channel analysis and customer satisfaction. |
| first_indexed | 2024-12-14T01:29:01Z |
| format | Article |
| id | doaj.art-c5e8c5a591d74b91be9344794603e5c7 |
| institution | Directory Open Access Journal |
| issn | 1450-863X 2217-9232 |
| language | English |
| last_indexed | 2024-12-14T01:29:01Z |
| publishDate | 2016-04-01 |
| publisher | University of Kragujevac |
| record_format | Article |
| series | Economic Horizons |
| spelling | doaj.art-c5e8c5a591d74b91be9344794603e5c72022-12-21T23:22:05ZengUniversity of KragujevacEconomic Horizons1450-863X2217-92322016-04-01181557110.5937/ekonhor1601053BShopper: A new partnership perspective in marketing channelsZoran Bogetic0Djordje Kalicanin1Dragan Stojkovic2Faculty of Economics, University of Belgrade, Belgrade, the Republic of SerbiaFaculty of Economics, University of Belgrade, Belgrade, the Republic of SerbiaFaculty of Economics, University of Belgrade, Belgrade, the Republic of SerbiaShopper marketing has lately become a promising business initiative. The distinction between shopper marketing and traditional marketing paves the way for new relations, partnerships, and better results of retailers and suppliers. The paper explains the new perspective of marketing, with the shopper in focus. Retail has been identified as the center of gravity for enterprise cooperation and a new business consensus. The advantages and challenges of shopper marketing are also explained, including tracing the efficient category management model and partnership value creation. In the wake of the development of new category management guidelines, the paper points out the aspect of the institutionalization of cooperation in shopper marketing, as well as the future of multi-channel analysis and customer satisfaction.http://www.horizonti.ekfak.kg.ac.rs/sites/default/files/Casopis/2016_1/EN/Bogetic_Kalicanin_Stojkovic_EN.pdfshopper marketingshopper insightspartnershipcategory management |
| spellingShingle | Zoran Bogetic Djordje Kalicanin Dragan Stojkovic Shopper: A new partnership perspective in marketing channels Economic Horizons shopper marketing shopper insights partnership category management |
| title | Shopper: A new partnership perspective in marketing channels |
| title_full | Shopper: A new partnership perspective in marketing channels |
| title_fullStr | Shopper: A new partnership perspective in marketing channels |
| title_full_unstemmed | Shopper: A new partnership perspective in marketing channels |
| title_short | Shopper: A new partnership perspective in marketing channels |
| title_sort | shopper a new partnership perspective in marketing channels |
| topic | shopper marketing shopper insights partnership category management |
| url | http://www.horizonti.ekfak.kg.ac.rs/sites/default/files/Casopis/2016_1/EN/Bogetic_Kalicanin_Stojkovic_EN.pdf |
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