Skokie, Ill.—The In-Store Marketing Institute, a member organization for marketers that also publishes Shopper Marketing
, has changed its name to the Path to Purchase Marketing Institute. The change reflects the broadening of the organization's member base beyond its original, point-of-purchase focus to include search, social, mobile, direct, events, couponing and other marketing-related companies.
Peter Hoyt, executive director-CEO of the organization, launched the In-Store Marketing Institute's predecessor, Hoyt Publishing Co., in 1988 before changing the company's name; in 2003, he introduced the membership model. He said the new Path to Purchase Marketing Institute name is also intended to unify the organization both internally and externally.