SHOPPER MARKETING: A NEW PARTNERSHIP PERSPECTIVE IN MARKETING CHANNELS

Zoran Bogetic, Djordje Kalicanin and Dragan Stojkovic

Faculty of Economics, University of Belgrade, Belgrade, The Republic of Serbia

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.

Keywords: shopper marketing, shopper insights, partnership, category management

JEL Classification: M21, M31, L25, L81

Economic Horizons, 2016, Vol. 18, No 1, pp. 55-71; Published online 25 April 2016;  doi:10.5937/ekonhor1601053B
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