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Shopper marketing describes the planning and execution of all marketing activities that influence a shopper along – and beyond – the path-to-purchase, from shopping trigger to purchase, consumption, repurchase, and recommendation stages. Shopper marketing practices at manufacturers and retailers are growing at a tremendous pace and a rising portion of marketing budgets are now devoted to shopper marketing. The first phase of shopper marketing research and practice, Shopper Marketing 1.0, addressed interesting issues, primarily relating to in-store marketing. In the next phase, Shopper Marketing 2.0, will significantly extend to out-of-store marketing, including online and mobile marketing, resulting in an integrated practice. In this new environment, to formulate and execute effective shopper marketing strategies, managers need to better understand the complete picture of how online, offline, mobile and in-store marketing influence shoppers in the path-to-purchase-and-beyond cycle. In this chapter, we present the evolution of shopper marketing, summarize key learnings, outline important issues, and discuss the opportunities and challenges of Shopper Marketing 2.0.

Introduces a conditional repetitive group sampling plan. The OC and ASN functions are derived by GERT approach. The present development would be a valuable addition to the literature and a useful device to quality control practitioners and also to quality control engineers and plan designers in the development of further new plans.

This article presents a new chain sampling plan for three atttibute classes where items are classified into three categories namely good, marginal and bad. Various performance characteristics of interest to quality control engineers and plan designers are derived through GERT approach. In order to facilitate the operation and construction of the plan, Poisson unity values have been tabulated for a useful subset of the proposed plan.

Presents a repetitive group sampling plan for three‐attribute classes where items are classified into three categories, namely good, marginal and bad. Derives various performance characteristics of interest to quality control engineers and plan designers through the approach of the Graphic Evaluation and Review Technique (GERT). In order to facilitate the operation and construction of the plan, tabulates Poisson unity values for a useful subset of the proposed plan.

This paper considers the maintenance of an operational system consisting of a number of independent and identical units. These units are required to be in service at all times and are supported by a maintenance float. Reliability analysis is used to study the effect of preventive maintenance and repair on the float factor determination. Numerical examples have also been included to illustrate the mathematical findings.

Since 2016, organized retailers in Colombia have struggled against a new retail format: Hard-discount stores. This sales channel fulfills essential shopping basket products with consistent low prices. To be competitive and preserve their market position, organized retailers must improve their processes and their pricing decisions. Promotions and discounts have been considered as an effective alternative to compete. This study analyzes the impact of joint prices decisions over the individual and global financial key performance indicators when a collaborative strategy is adopted. Our case study comprises a supermarket chain Colombian retailer and a consumer packaged-goods manufacturer to analyze its supply chain performance. The analysis considers different product categories (food, personal care, and cosmetics) and country regions. The results highlight that benefits are unequally distributed along different echelons and supply chain performance is affected when pricing decisions are made independently.

The predominant role played by large-scale retailers in consumer goods markets has led to substantial changes in the promotion and advertising flows of companies operating in this sector. Manufacturing companies are in fact investing an increasingly larger share of their resources in communication strategies managed by retailers by way of in-store communications, taking advantage of both traditional and digital media. As a result, besides being a place of purchase, the point of sale has become an environment where customer relationships are being built and developed over time. In this book chapter, we take a closer look at current in-store communications via cutting-edge digital media solutions designed to boost customer experience and brand loyalty. To gain a better understanding of these new forms of communication, we have also conducted a qualitative case study on “The Supermarket of the Future,” a new retail format recently launched by Coop Italia in Milan, using data from different sources, including internal and external document reviews and in-store observations. Overall, this study outlines an innovative customer relationship format consistent with an omni-channel approach and informative in-store communications integrating traditional and new digital media.

Ranking and grading of architectural heritage (AH) are common for the conservation process. Decision-makers are often intuitively made decisions for the selection of the AH. However, on many occasions, these decisions are not transparent and sometimes focused only on a few aspects of the AH.

A transparent and robust methodology must be adopted to select and manage AH for the present and future generations. Selecting the list of parameters that are affecting the AH, and assessing their significance can strengthen the holistic assessment. From the literature, parameters and dimensions are identified for the evaluation of AH and its application for Odishan temple architecture (OTA). For minimizing biasedness associated with assessment, the research considered the opinion of experts, researchers and various stakeholders. For objective decision-making, the Delphi, the analytical hierarchy process (AHP) and the technique for order preference by similarity to ideal solutions (TOPSIS) methods were adopted.

Later, by observing the dimension-wise ranks and comparing the obtained grading of OTA with the existing state of protection, it was found that some temples, though having higher values with distinct dimension, lack significantly in other dimensions. However, for unbiased evaluation, all the possible dimensions should be considered. This methodology will also be useful for other decision-making processes concerning the same.

This research is limited to the OTA. However, this methodology can be adopted by changing the definitions of the parameters according to the contextual needs.

This methodology may be helpful for the further policy-making process for the conservation and management of such AH.

To date, OTA is not graded through such a methodology. Also, limited studies are found in similar line worldwide.

Marketing Management and Economics.

Management courses (MBA level), Courses on Tourism

When in India (WII) is a tour company serving the niche segment of Heritage tourism. WII was incorporated in 2011 with the aim to enable foreign and domestic tourists to experience the deeply embedded cultural ethos and heritage of Old Delhi. Their unique tourism product, “the Wonder Pedicabs”, provides leisure rickshaw rides through the Old Delhi lanes. This teaching case focuses on various managerial dimensions of the operations of WII. The case can be used in courses on Marketing as well as Economics. The case discusses the macro and micro environmental forces operating on WII. It deliberates on the economics of various tours offered by WII. It also educates the participants about the process of decision-making that goes into the selection of a tour operator and a tourism product. Hence, it appreciates the significance of need recognition, search for information, evaluation of alternatives and purchase decision as pillars in the process of decision-making process. The case also attempts to educate the participants about the Indian Tourism Sector.

Comprehend what constitutes a tourism product and types of tourism. Understand consumer decision-making for a tourism product. Highlight the importance of the tourism sector in the Indian economy. Discuss economic concepts pertaining to cost and volume, enabling managerial decision-making.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 12: Tourism and Hospitality.

Retailing has developed from independent merchants to multinational giants operating through global value chains, which has profoundly shaped consumption patterns in Western economies. This constant development currently consists of three global-scale change trajectories – climate change, online consumption, and technological development – that affect the retail industry. Based on this, this chapter concentrates on connecting the development paths of consumption and retailing and identifies various factors that affect the future of international retailing. The authors analyze the changes in institutional logics of international retailing by mapping the past, present, and future of the retail industry and consumption using content analysis of secondary data. The authors pay special attention to the effect of the current Covid-19 crisis on the future development of the retail industry. In the findings of this chapter, the authors recognize institutional logics changes in organizing the position of retailing as a connector of customers and producers, and the authors suggest blockchain to be an emerging new institutional order.