Being the Shopper: Understanding the Buyer's Choice
Phil Lempert
I have seven years experience in researching consumer insights to determine brand positioning. I've recently taken a new position where I'm moving from brand advertising into retail marketing. I was hoping this book would provide deep retail shopper insights with rich examples of how these insights helped leverage products in a retail environment since my experience is only at the mass advertising level. Instead, I found this book to be elementary and unenlightening at any marketing channel level. Most of the examples are superficial rather than real case studies. While the author talks about many potential ways to get insight into the shopper such as using color and smel, he provides no concrete examples of how these insights have been or could be put into action by anyone. I would only recommend this book to someone with very little marketing experience who wants a basic overview of what factors a researcher might want to explore to better understand the shopper.
Κατηγορίες:
Έτος:
2002
Έκδοση:
1st
Εκδότης:
Wiley
Γλώσσα:
english
Σελίδες:
257
ISBN 10:
0471151351
ISBN 13:
9780471151357
Αρχείο:
PDF, 1.28 MB
IPFS:
,
english, 2002