购物者营销:营销渠道中的伙伴关系新视角

Q3 Economics, Econometrics and Finance Economic Horizons Pub Date : 2016-04-01 DOI:10.5937/EKONHOR1601053B
Zoran Bogetić, Djordje Kalicanin, D. Stojković
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引用次数: 3

摘要

购物者营销最近已成为一项很有前途的商业举措。购物者营销和传统营销之间的区别为零售商和供应商的新关系、伙伴关系和更好的结果铺平了道路。本文以消费者为中心,阐述了市场营销的新视角。零售已被确定为企业合作的重心和新的商业共识。购物者营销的优势和挑战也被解释,包括追踪有效的品类管理模式和伙伴关系的价值创造。随着新的品类管理准则的制定,本文指出了合作在购物者营销中的制度化方面,以及多渠道分析和客户满意度的未来。
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Shopper marketing: 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 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.
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来源期刊
Economic Horizons
Economic Horizons Business, Management and Accounting-Business, Management and Accounting (all)
CiteScore
1.00
自引率
0.00%
发文量
7
审稿时长
8 weeks
期刊最新文献
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