Retail Marketing Strategy
"An accessible must-read for every professional in food and non-food retail, and everybody that wants to gain in-depth contemporary understanding of shopper behaviour. This book will provide all the needed insights to serve customers even better, create more shopper happiness and thus sell more, leading to a better and improved business tomorrow!"
Hans van der Heyden, Vice President GrandVision
Includes current insights derived from neuromarketing research into consumer behaviour Provides practical tools that are robust and easy to use to translate the theory into tangible results Contains... Les mer
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Detaljer
- Forlag
- Kogan Page Ltd
- Innbinding
- Paperback
- Språk
- Engelsk
- Sider
- 296
- ISBN
- 9780749476915
- Utgivelsesår
- 2015
- Format
- 24 x 16 cm
Anmeldelser
"An accessible must-read for every professional in food and non-food retail, and everybody that wants to gain in-depth contemporary understanding of shopper behaviour. This book will provide all the needed insights to serve customers even better, create more shopper happiness and thus sell more, leading to a better and improved business tomorrow!"
Hans van der Heyden, Vice President GrandVision
"Shopper marketing and category management are made very accessible with this clear guide that is well underpinned through numerous illustrations and experiments, both from literature as from the author's wide own experience.... I particularly enjoyed the suggestion to move from gut feel to fact-based decision making, and this from (easy) pilots and experiments to (more advanced) big data analyses."
Jeroen Van de Broek, Director Category Development, Maxeda DIY Group
"A great handbook for many of the marketing professionals in the industry. It clearly outlines what strategies can be applied by retailers and manufacturers to make their shoppers happy, a concept that is often overlooked in the marketing mix. The passion of the author and his practical experience in retail marketing and shopper insights truly make this an invaluable read."
Marc Schroeder, SVP Global Nutrition, PepsiCo
"In this eminently readable book, Berkhout skilfully combines academic research and his own vast experience in retail marketing to provide a wealth of actionable insights for retail marketers. Retail marketers should heed his call to augment intuition with data to make fact-driven decisions."
Jan-Benedict E.M. Steenkamp, Massey Distinguished Professor of Marketing and Marketing Area Chairman
"Constant has written a book that will be indispensable to both in-retail professionals at all levels but also to their suppliers....There is an admirable wealth of detail from a range of industries and from many continents."
Andrew Seth, former CEO of Lever Brothers and co-author of The Grocers
"Constant explains why and how to operate in multiple channels and to consider the emotional and experiential needs of consumers (who are not as rational and price-driven as retailers think they are). Important scientific studies and principles are illustrated with excellent examples from Constant's extensive retail experience. This book enables retailers to make data-driven decisions and thus catch up, and even surpass the current leaders in their field."
Koen Pauwels, Professor of Marketing at Ozyegin University and Honorary Professor at University of G
"Constant does a great job dispelling many myths that exist around shopping behavior that everyone assumes are fact. The book comes to life with many real world examples from across retailer and categories that can be easily applied whether you are a retailer or a manufacturer. It gets your mind thinking about what you could do differently to influence the shopper and drive better results."
Bob Nolan, Senior Vice President Insights & Analytics, ConAgra Foods