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É um repositório para instituições de ensino e investigação produtoras de literatura científica cuja dimensão ainda não justifica a criação de um repositório próprio. Permite integrar instituições, grupos ou indivíduos na infra-estrutura do projecto, nomeadamente através das pesquisas do Portal RCAAP e da B-On.

IPS - ESCE – DML - Comunicações em congressos

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  1. Shopper marketing implications on communication strategies and actions

    Silveira, Paulo Duarte; Marreiros, Cristina
    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 – communication.Specifically, the purpose of this paper is to study the implications of the shopper marketing approach on marketing/brand communication, focusing on point-of-purchase (POP) communication strategies and actions. In order to address that purpose, an expert opinions qualitative study was conducted, gathering primary data from fourteen shopper marketing experts, following a snowball...
    - 24-ene-2014

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