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Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success [Repost]

Posted By: tanas.olesya
Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success [Repost]

Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success by Dick Blatt
English | 13 Sept. 2010 | ISBN: 013707543X | 256 Pages | PDF | 3.12 MB

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.