11. Connecting Supply Chain Management to Shopper Marketing1

This chapter is about execution of shopper marketing initiatives, an area in need of research support. We merely highlight some critical areas of interest from the literature. While capturing shoppers’ attention and influencing their purchase decisions are important objectives of shopper marketing efforts, in-store marketing strategies are often not fully diffused (passed on) to frontline employees and, therefore, are not executed in the store well, if at all.2

Current research in supply chain management that might be relevant to shopper marketing complements that of marketing relevant literature but focuses more on operational issues such as inventory management, forecasting, stock ...

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