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Shopper marketing: a literature review
Silveira, Paulo Duarte; Marreiros, CristinaShopper 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 seve...
Exploring shopper marketing approach implications on brand communication at the...
Silveira, Paulo Duarte; Marreiros, Cristina GalambaShopper marketing is a recent approach to marketing. Since shopper marketing is in the early stages of development, it is also an emerging research field and, consequently, questions and challenges to this approach are emerging across all the marketing-mix variables. This paper addresses the implications of adopting a shopper marketing view on the communication variable. Specifically, the purpose of the researc...
Shopper marketing implications on communication strategies and actions
Silveira, Paulo Duarte; Marreiros, CristinaComunicação apresentada em 15th IAMB Conference, Lisboa ; Shopper marketing is an international recent concept and approach to marketing. Since shopper marketing is in the early stages of development, it is also an emerging research field, and consequently questions and challenges acrossall the marketing-mix variables are emerging. This paper addressesshopper marketing implications on one of those variables – ...
Retailers Brand management: Private label marketing management and Retailer Bra...
Xara Brasil, Duarte; Marreiros, Cristina; Dionisio, AndreiaThe credibility and consistency of brands are central elements in its position in the minds of con sumers, reducing the uncertainty linked to the buying processes, building associations and solidifying relationships of trust, repeated purchases and brand equity. Retailers started to sell their own brands – Private labels – positioned at low-end segments, based on low price and low quality. Actually we observe ...
THE NEW CAP POLICY OF SUBSIDIES AND THE AGRICULTURAL PRODUCTION SYSTEMS OF THE ...
Carvalho, Maria Leonor da Silva; Pinheiro, António Cipriano Afonso; Marreiros, Cristina Isabel; Neto, Miguel de Castro; Santos, João OliveiraThe implementation of CAP Reform introduces a new way of thinking the choices of the agricultural production systems. According to studies for the Alentejo region, CAP subsidies represent about 50% of the farmers’ total income. The objectives of this paper are to analyze the effects on the traditional agricultural systems of the CAP Reform and of several possible scenarios of agricultural policy after the pote...
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