Overview

In the tradition of Why We Buy, this is a marketer's guidebook to what motivates grocery store consumers to choose or pass over certain products. Written by a widely-respected and passionate supermarket analyst, this book explores the buyer's choice. Lempert reveals the secrets to catching even the most fickle consumer's attention and how to establish lasting brand loyalty through powerful marketing strategies. This is a must-read for marketers, brand managers, and retailers everywhere-not just for grocery stores-that dissects each and every aspect of the shopping experience, showing how to appeal to today's discriminating consumer.

Full Product Details

Author:   Phil Lempert
Publisher:   John Wiley and Sons Ltd
Imprint:   John Wiley & Sons Inc
Dimensions:   Width: 16.20cm , Height: 2.30cm , Length: 23.60cm
Weight:   0.524kg
ISBN:  

9780471151357

ISBN 10:   0471151351
Pages:   246
Publication Date:   11 June 2002
Audience:   General/trade ,  Professional and scholarly ,  General ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Out of Stock Indefinitely
Availability:   Out of stock  

Table of Contents

Introduction: Why Being the Shopper Is So Important. The Consumer Today. PART ONE: THE SHOPPER. Selling in a Diverse Economy. The Shopping Experience. Defining and Meeting Your Shoppers' Priorities and Needs. PART TWO: THE SHOPPING EXPERIENCE. e-Revolution Becomes e-Evolution. Identifying Your Shopper. What Do You Do after They Buy? Is Your Message Getting Through? PART THREE: BRANDING TO THE SHOPPER. Forget the 4Ps! Getting Value to Shoppers. Putting Nature's Gifts to Work. PART FOUR: SHOPPERS' SENSE-ABILITIES. What Your Shopper's Nose Knows. What Your Shopper's Eyes See. Lights, Music...Action. PART FIVE: HEALTHY MARKETING. Diet for Health or Diet for Appearance? The Dos and Don'ts of Marketing Health Claims. Conclusion: A Marketing Philosophy to Share. A Marketing Time Line of Key Supermarket Events in the Twentienth Century. Acknowledgments. About the Author. Index.

Reviews

A...a fantastically interesting, insightful read from a consumer perspective and there are valuable lessons to be learnt for any retailerA... (CWB ( Childrenswear buyer), November 2002)

A...a fantastically interesting, insightful read from a consumer perspective--and there are valuable lessons to be learnt for any retailerA... (CWB ( Childrenswear buyer), November 2002)

ACA...a fantastically interesting, insightful read from a consumer perspective-and there are valuable lessons to be learnt for any retailerACA... (CWB ( Childrenswear buyer), November 2002)

Author Information

PHIL LEMPERT has gained wide acclaim for his marketing savvy and broad experience in the food and marketing worlds. A distinguished speaker, he has addressed more than 600,000 people in the past decade alone. Known as the Supermarket Guru, he is widely respected for his ability to predict and analyze trends. He is the food editor and correspondent for NBC News's Today show, host of the nationally syndicated radio show Shopping Smart, and a correspondent for BBC Radio 5 Live and Public Radio's KCRW-FM. Lempert has been a columnist for the Chicago Tribune and the Los Angeles Times and is currently the editor of The Lempert Report and Supermarketguru.com, one of the leading Internet resources for food, health, and trend information.

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