Chicago, IL – Shopper marketing is expanding rapidly across the full path to purchase, supported by a proliferation of organizational resources and new vehicles that engage shoppers when they are in shopping mode at home, on the go, and in the store. To better understand the implications of how the in-store marketing revolution is changing the marketing paradigm, the Point of Purchase Advertising International (POPAI) today launched an international, peer-reviewed journal titled Journal of Marketing At Retail (JMAR).

JMAR aims to engage, inform, and catalyze dialogue among the research, professional, and academic communities about shopper marketing and marketing at retail. It will feature original empirical studies, case studies, systemic reviews, and summaries of new practice guidelines and practice tools.

“Until now, there has been no single location where scholars and practitioners from different disciplines can write and exchange views on the impact that in-store marketing has upon shopper behavior,” says Richard Winter, POPAI President and Acting Editor-in-Chief of JMAR. “Publishing the journal both in print and online will allow the latest research to be disseminated as soon as it becomes available and for an ongoing dialoge exchange to further facilitate thinking on the issues facing the marketing at retail industry.”

The inaugural issue of JMAR is devoted to how the marketing at retail medium behavior impacts shopper behavior and preferences. It contains articles from leading international figures in the shopper marketing and marketing at retail field. The journal accepts submissions from academics and thought leaders from around the world as it takes a global approach to the subject and considers developments and advances in the retail environment from the US, Europe, and around the world.

About POPAI
Since 1936, POPAI has served as the leading international advocate and voice of the marketing at retail industry. Having chapters worldwide and serving more than 1,700 member companies internationally, POPAI promotes, protects and advances the broader interests of the marketing at retail community through original research, certified education, showcasing industry excellence, trade forums and protecting intellectual and legislative rights. For more information, please visit http://www.popai.com

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