2026-05-06T17:57:43.877Z http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai

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Shopper marketing as a way to improve competitiveness in the Western Balkans region 2016 65 http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai/record/2/4180 http://www.ses.org.rs/srp/ekonomika_preduzeca.php D. Vaselić D. Golijanin In the past decades a shift of power from manufacturers towards retailers occurred. Following this path, many significant changes took place in the business conduct of companies involved in the consumer goods industry. In the last decade, however, power shifted from retailers to shoppers. On the heels of this change, among other things, Shopper Marketing was created. The term was first officially presented at the FMI (Food Marketing Institute) conference in 2004. Shopper Marketing is striving to improve business operation through simultaneous advancement of sales and improvement of brand performances. By adopting such concept, managers not only wish to work more on the improvement of their brands but they also wish to do it better, in a more efficient manner and with high quality. For that reason, Shopper Marketing has become a practice not only in developed markets but also in the regional markets. This paper deals with the presence of Shopper Marketing in the markets of the region, its benefits for the companies which adopted it as well as the expectations about future development of the concept in the markets of the Western Balkans. article 301 314 0353-443x Ekonomika preduzeća