10. Exemplars of Shopper Marketing Relevant Academic Research1
In addition to the gaps between academic researchers themselves, the more critical gap lies between academics and practitioners. Part II of this book is designed to help close that gap. Shopper marketing research specifically is currently underrepresented in the marketing literature2 and the supply chain management literature. This means that few scholars are directly contributing to the resolution of the many shopper marketing challenges. That said, many areas within the academic marketing and supply chain management research landscapes can and do apply to shopper marketing. The next two chapters offer some examples of where that is the case.
Market Opportunity Analysis
Companies ...
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