Shopper Intimacy: A Practical Guide To Leveraging Marketing Intelligence To Drive Retail Success (pearson Custom Business Resources)
by Rick DeHerder /
2010 / English / EPUB
3.1 MB Download
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
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? InShopper Intimacy
Shopper Intimacy, two leading experts offer the first
comprehensive, research-based guide to building winning retail
marketing programs. Drawing on a decade of customer research, the
authors introduce:
, two leading experts offer the first
comprehensive, research-based guide to building winning retail
marketing programs. Drawing on a decade of customer research, the
authors introduce:A start-to-finish system for planning and executing effective
campaigns.
A start-to-finish system for planning and executing effective
campaigns.Powerful new tools for influencing shopper behavior and
driving better results.
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.
Practical, workable techniques for measuring performance –
including a breakthrough approach for measuring ROI from the
standpoint of all stakeholders.Best practices models for integrating internal and syndicated
research.
Best practices models for integrating internal and syndicated
research.Trend analysis to help retailers chart the future trajectory
of marketing, and position themselves appropriately.
Trend analysis to help retailers chart the future trajectory
of marketing, and position themselves appropriately.Shopper Intimacy
Shopper Intimacy contains extensive case studies, charts,
pictures, and illustrations designed to deepen marketers’
understanding. Above all, it presents practical learnings that
cut across
contains extensive case studies, charts,
pictures, and illustrations designed to deepen marketers’
understanding. Above all, it presents practical learnings that
cut acrossall
all retail segments, with data to support the
authors’ conclusions, and techniques for successfully applying
them.
retail segments, with data to support the
authors’ conclusions, and techniques for successfully applying
them.