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Shopper Marketing: A Literature Review


  • Paulo Silveira

    (College of Business Administration (Department of Marketing and Logistics), Setúbal Polytechnic, Setúbal, Portugal.)

  • Cristina Marreiros

    (Center for Advanced Studies in Management and Economics (CEFAGE), Universidade de Évora, Évora, Portugal.)


Shopper marketing is a recent concept and it has been gaining importance and attention among managers and researchers. Due to its youth and increasing relevance, the purpose of this paper is to analyze, categorize, compile and analyze the existing knowledge concerning shopper marketing. The main finding of this paper is that the literature on shopper marketing is complementary and coherent, and also raises several research and managerial challenges. Besides that, there is a structural common trace on the literature, recognizing that shoppers are citizens with specific needs beyond consumption, which should be effectively analyzed and satisfied, adopting a shopper marketing approach. The main contributions provided are the compilation of shopper marketing literature, its analysis and the identification of major issues and directions for future research.

Suggested Citation

  • Paulo Silveira & Cristina Marreiros, 2014. "Shopper Marketing: A Literature Review," International Review of Management and Marketing, Econjournals, vol. 4(1), pages 90-97.
  • Handle: RePEc:eco:journ3:2014-01-10

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    References listed on IDEAS

    1. Arne Dulsrud & Eivind Jacobsen, 2009. "In-store Marketing as a Mode of Discipline," Journal of Consumer Policy, Springer, vol. 32(3), pages 203-218, September.
    2. Shankar, Venkatesh & Inman, J. Jeffrey & Mantrala, Murali & Kelley, Eileen & Rizley, Ross, 2011. "Innovations in Shopper Marketing: Current Insights and Future Research Issues," Journal of Retailing, Elsevier, vol. 87(S1), pages 29-42.
    3. Dellaert, Benedict G.C. & Arentze, Theo A. & Timmermans, Harry J.P., 2008. "Shopping context and consumers’ mental representation of complex shopping trip decision problems," Journal of Retailing, Elsevier, vol. 84(2), pages 219-232.
    4. Turley, L. W. & Milliman, Ronald E., 2000. "Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence," Journal of Business Research, Elsevier, vol. 49(2), pages 193-211, August.
    5. Randolph E. Bucklin & James M. Lattin, 1991. "A Two-State Model of Purchase Incidence and Brand Choice," Marketing Science, INFORMS, vol. 10(1), pages 24-39.
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    Cited by:

    1. Bellini, Silvia & Cardinali, Maria Grazia & Grandi, Benedetta, 2017. "A structural equation model of impulse buying behaviour in grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 164-171.
    2. Reinares-Lara, Pedro & Martín-Santana, Josefa D., 2019. "Managing point of purchase advertising: Effectiveness in terms of recall and recognition," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 289-296.

    More about this item


    shopper marketing; in-store marketing; literature review;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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