Shoppernomics: how to shorten and focus the shoppers' routes to purchase
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | Englisch |
| Veröffentlicht: |
Farnham, England
Gower
2014
|
| Schlagwörter: | |
| Links: | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=656739 |
| Beschreibung: | Includes index Based on research and case studies from the U.S. and U.K., the authors examine the paths taken by potential buyers. They describe the key drivers and barriers on the journey to purchase as well as identify the need to get key messages, key partners and key media all working together to create a framework for success. The authors also challenge the budget split between sales and marketing as possibly the largest barrier to successful shopper marketing and identify core stores and the areas they serve as being equally important targets for investment. This book reminds marketers that it is what customers take from their product or service that is important, not what they think they are delivering. It reminds sales people that nothing is more important than matching supply and demand in the eyes of the customer regardless of who actually makes the ultimate sale. -- Inside the mind of the shopper -- The communication canvas -- The customer : who are they? -- Communicating with the shopper or customer -- Getting the message across -- The barriers to purchase -- The shopping mission -- Out of store -- On the way to the store -- In the store, on the website -- In the store, managing and selecting promotion techniques -- After purchase -- Dare to be different -- How to do it : successful approaches dissected -- The shopper marketing organisation -- Measuring effectiveness -- Researching the consumer in their community -- Researching the shoppers in-store behaviour -- Research from the retail side -- Strategic scenarios -- One : the future prognosis of shopping -- Two: implementing the changes pragmatically Includes bibliographical references |
| Umfang: | 1 Online-Ressource (330 pages) |
| ISBN: | 9781472424860 1472424867 9781472424877 9781472424853 1472424875 |
Internformat
MARC
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| 100 | 1 | |a Mullin, Roddy |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Shoppernomics |b how to shorten and focus the shoppers' routes to purchase |c Roddy Mullin and Colin Harper |
| 264 | 1 | |a Farnham, England |b Gower |c 2014 | |
| 300 | |a 1 Online-Ressource (330 pages) | ||
| 336 | |b txt |2 rdacontent | ||
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| 500 | |a Includes index | ||
| 500 | |a Based on research and case studies from the U.S. and U.K., the authors examine the paths taken by potential buyers. They describe the key drivers and barriers on the journey to purchase as well as identify the need to get key messages, key partners and key media all working together to create a framework for success. The authors also challenge the budget split between sales and marketing as possibly the largest barrier to successful shopper marketing and identify core stores and the areas they serve as being equally important targets for investment. This book reminds marketers that it is what customers take from their product or service that is important, not what they think they are delivering. It reminds sales people that nothing is more important than matching supply and demand in the eyes of the customer regardless of who actually makes the ultimate sale. -- | ||
| 500 | |a Inside the mind of the shopper -- The communication canvas -- The customer : who are they? -- Communicating with the shopper or customer -- Getting the message across -- The barriers to purchase -- The shopping mission -- Out of store -- On the way to the store -- In the store, on the website -- In the store, managing and selecting promotion techniques -- After purchase -- Dare to be different -- How to do it : successful approaches dissected -- The shopper marketing organisation -- Measuring effectiveness -- Researching the consumer in their community -- Researching the shoppers in-store behaviour -- Research from the retail side -- Strategic scenarios -- One : the future prognosis of shopping -- Two: implementing the changes pragmatically | ||
| 500 | |a Includes bibliographical references | ||
| 650 | 7 | |a BUSINESS & ECONOMICS / Industrial Management |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Management |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Management Science |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Organizational Behavior |2 bisacsh | |
| 650 | 4 | |a Wirtschaft | |
| 650 | 4 | |a Communication in marketing | |
| 650 | 4 | |a Consumer behavior | |
| 650 | 4 | |a Consumers |x Research | |
| 650 | 4 | |a Sales promotion | |
| 700 | 1 | |a Harper, Colin |e Sonstige |4 oth | |
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Datensatz im Suchindex
| _version_ | 1818980640856473600 |
|---|---|
| any_adam_object | |
| author | Mullin, Roddy |
| author_facet | Mullin, Roddy |
| author_role | aut |
| author_sort | Mullin, Roddy |
| author_variant | r m rm |
| building | Verbundindex |
| bvnumber | BV042741706 |
| collection | ZDB-4-EBU ZDB-4-NLEBK |
| ctrlnum | (OCoLC)889263804 (DE-599)BVBBV042741706 |
| dewey-full | 658.8/342 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/342 |
| dewey-search | 658.8/342 |
| dewey-sort | 3658.8 3342 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| id | DE-604.BV042741706 |
| illustrated | Not Illustrated |
| indexdate | 2024-12-20T17:18:39Z |
| institution | BVB |
| isbn | 9781472424860 1472424867 9781472424877 9781472424853 1472424875 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028172576 |
| oclc_num | 889263804 |
| open_access_boolean | |
| physical | 1 Online-Ressource (330 pages) |
| psigel | ZDB-4-EBU ZDB-4-NLEBK FLA_PDA_EBU |
| publishDate | 2014 |
| publishDateSearch | 2014 |
| publishDateSort | 2014 |
| publisher | Gower |
| record_format | marc |
| spelling | Mullin, Roddy Verfasser aut Shoppernomics how to shorten and focus the shoppers' routes to purchase Roddy Mullin and Colin Harper Farnham, England Gower 2014 1 Online-Ressource (330 pages) txt rdacontent c rdamedia cr rdacarrier Includes index Based on research and case studies from the U.S. and U.K., the authors examine the paths taken by potential buyers. They describe the key drivers and barriers on the journey to purchase as well as identify the need to get key messages, key partners and key media all working together to create a framework for success. The authors also challenge the budget split between sales and marketing as possibly the largest barrier to successful shopper marketing and identify core stores and the areas they serve as being equally important targets for investment. This book reminds marketers that it is what customers take from their product or service that is important, not what they think they are delivering. It reminds sales people that nothing is more important than matching supply and demand in the eyes of the customer regardless of who actually makes the ultimate sale. -- Inside the mind of the shopper -- The communication canvas -- The customer : who are they? -- Communicating with the shopper or customer -- Getting the message across -- The barriers to purchase -- The shopping mission -- Out of store -- On the way to the store -- In the store, on the website -- In the store, managing and selecting promotion techniques -- After purchase -- Dare to be different -- How to do it : successful approaches dissected -- The shopper marketing organisation -- Measuring effectiveness -- Researching the consumer in their community -- Researching the shoppers in-store behaviour -- Research from the retail side -- Strategic scenarios -- One : the future prognosis of shopping -- Two: implementing the changes pragmatically Includes bibliographical references BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Wirtschaft Communication in marketing Consumer behavior Consumers Research Sales promotion Harper, Colin Sonstige oth http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=656739 Aggregator Volltext |
| spellingShingle | Mullin, Roddy Shoppernomics how to shorten and focus the shoppers' routes to purchase BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Wirtschaft Communication in marketing Consumer behavior Consumers Research Sales promotion |
| title | Shoppernomics how to shorten and focus the shoppers' routes to purchase |
| title_auth | Shoppernomics how to shorten and focus the shoppers' routes to purchase |
| title_exact_search | Shoppernomics how to shorten and focus the shoppers' routes to purchase |
| title_full | Shoppernomics how to shorten and focus the shoppers' routes to purchase Roddy Mullin and Colin Harper |
| title_fullStr | Shoppernomics how to shorten and focus the shoppers' routes to purchase Roddy Mullin and Colin Harper |
| title_full_unstemmed | Shoppernomics how to shorten and focus the shoppers' routes to purchase Roddy Mullin and Colin Harper |
| title_short | Shoppernomics |
| title_sort | shoppernomics how to shorten and focus the shoppers routes to purchase |
| title_sub | how to shorten and focus the shoppers' routes to purchase |
| topic | BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Wirtschaft Communication in marketing Consumer behavior Consumers Research Sales promotion |
| topic_facet | BUSINESS & ECONOMICS / Industrial Management BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Management Science BUSINESS & ECONOMICS / Organizational Behavior Wirtschaft Communication in marketing Consumer behavior Consumers Research Sales promotion |
| url | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=656739 |
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