Exploring shopper marketing approach implications on brand communication at the point-of-purchase : an expert's opinion qualitative study
Year of publication: |
2014
|
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Authors: | Duarte Silveira, Paulo ; Galamba Marreiros, Cristina |
Published in: |
The journal of applied business research. - Littleton, Colo. : CIBER Research Inst., ISSN 0892-7626, ZDB-ID 1107555-7. - Vol. 30.2014, 5, p. 1329-1337
|
Subject: | Shopper Marketing | Brand Communication | Point-of-Purchase | Point-of-Sale | In-Store Marketing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Marketingmanagement | Marketing management | Ladengeschäft | Retail outlet | Verkaufsförderung | Sales promotion | Beziehungsmarketing | Relationship marketing |
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