Shopper's own views of in-store activities
Don SchultzMedill School of Journalism, Northwestern University and Agora, Inc., United States
Martin BlockMedill School of Journalism, Northwestern University and Block Research, United States
BACKGROUND
In-store marketing and promotion has generated substantial interest over the years in both the academic (Schultz, 1998 Blattberg and Neslin, 1995) and professional communities Ad-Tel (Bogart, 1984) and IRI (Schultz and Barnes, 1995). As retailers have gained increasing control over the consumer purchasing decisions (Schultz, Tannenbuam and Lauterborn, 1993) and as economic slowdowns have developed globally (Bew, 2008) both brand marketers and retailers have given increased attention...