Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success (Pearson Custom Business Resources)
| Author | : | |
| Rating | : | 4.53 (782 Votes) |
| Asin | : | 013707543X |
| Format Type | : | paperback |
| Number of Pages | : | 256 Pages |
| Publish Date | : | 2014-03-24 |
| Language | : | English |
DESCRIPTION:
Good Substance but too much Jargon (3.5 Stars) Shopper Intimacy is one of the better business books for Kindle that I have seen FT Press release in the past month or so. The authors of the book are extremely talented in their field and have a lot of real-world experience that is demonstrated throughout: Dick Blatt has worked specifically within the area of retail marketing for numerous years, and that experience helps to illustrate many of the books points.The authors provide a wealth of information to anyone interested in the subject of marketing within the retail sphere. First the authors dis. "Lacks Intimacy or a practical guide" according to Dave Greenbaum. If this is about Shopper Intimacy, then pornography to these researchers must include scattergrams, pie charts and bar graphs. This book read more like a research paper or masters thesis rather than a practical guide for business and provided few conclusions and practically (pardon the pun) no concrete takeaways for a retail business. Intimacy was the last thing that came to mind after reading this book.While justifying your conclusions and suggestions is important, most books do this in footnotes and endnotes rather than include their extensive an. Robert Stinnett said Lacks depth, title and abstact misleading. I was expecting a book that dealt with understanding why consumers behave the way they do in a retail setting. Something along the lines of Buyology: Truth and Lies About Why We Buy. Instead the book focuses more on an academic approach to retail marketing and really doesn't go into depth enough about the consumers themselves. Most of the concepts they talk about are standard Marketing 101. While the book contains a few nuggets of interesting information, for the most part it really is more designed for an academic marketing class instead of someon
Powerful new tools for influencing shopper behavior and driving better results.Practical, workable techniques for measuring performance – including a breakthrough approach for measuring ROI from the standpoint of all stakeholders. Drawing on a decade of customer research, the authors introduce: A start-to-finish system for planning and executing effective campaigns. Best practices models for integrating internal and syndicated research. Retail marketing is undergoing cataclysmic change, driven by upheavals in media, consumer attitudes, and the retail industry itself. Retailers know they must invest more heavily in marketing, both to build brands and to drive sales. But how? In Shopper Intimacy, two leading experts offer the first comprehensive, research-based guide to building winning retail marketing programs. Above all, it presents practical learnings that cut across all retail segments, with data to support the authors’ conclusions, and techniques for successfully applying them.. Trend analysis to help retailers chart the future trajectory of marketing, and position themselves appropriately. Shopper Intimacy contains extensive case studies, charts, pictures, and illustrations designed to deepen marketers’ understanding
The authors have a deep involvement in the industry with complementary backgrounds. Prior to founding Array in 1999, Rick spent 24 years in both brand marketing as Executive Vice President at Mattel, and in the retail industry at Sears, working in the stores, regional offices, and headquarters. In this role, he was called upon to author articles and deliver presentations around the world on the subject of marketing at retail, its future, and its trends. This broadbase
Rick DeHerder and Dick Blatt give us a tour of where the rubber meets the road in modern consumption. You’ll master powerful new tools for influencing shopper behavior–supported by extensive case studies, charts, and real-world examples. Understand shopper behavior more deeply.2. Additionally, this guide will help us make better decisions on our marketing spending by providing a structured approach and the necessary metrics for calculating a return on that spending.”–Don Whetsone, Senior Director of Merchandising Strategy and Development, Walgreens Retail marketing is undergoing cataclysmic change, driven by upheavals in media, consumer attitudes, and the retail industry itself. Integrate this data to achieve shopper intimacy.4. Unlock the psychology driving shopper behavior.3. Id