Shopper Intimacy A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success By: Rick DeHerder; Dick Blatt Publisher: FT Press PTG Print ISBN: 9780137075430, 013707543X eText ISBN: 9780132485395, 0132485397 Edition: 1st Pages: 256 Copyright year: 2011 Format: EPUB Available from $ 34.99 USD SKU: 9780132485395 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. Drawing on a decade of customer research, the authors introduce: A start-to-finish system for planning and executing effective campaigns. 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. Best practices models for integrating internal and syndicated research. 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. 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. Additional ISBNs 9780132656344 SKU: 9780137075430 Download now: https://ebookscoffee.sellpass.io/products/Shopper-Intimacy
