Kumar, V.; Umashankar, Nita; Park, Insu - In: Shopper marketing and the role of in-store marketing, (pp. 27-56). 2014
Retail marketing is in the midst of an evolution. The paradigm is shifting from a product-centric to a consumer-centric focus, with a particular emphasis on understanding how consumers transition from harboring an interest in a product to actually purchasing that product. In response, shopper...