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OverviewRetailing has been around as long as exchanges have existed. One person has something others want. Yet, modern day retailing has seen little innovation in the critical triangle of manufacturers, retailers and consumers. Each group has proceeded along separate pathways-all intent on achieving individual goals. Until today! Interactive digital technologies have created new communities of customers-communities that demand radically different views, approaches and methodologies. RETAIL COMMUNITIES presents a unique view of how customers, retailers and manufacturers interact in the digital marketplace. By combining BIGresearch's SIMM(r), CIA(tm) and Shopper MindSet(tm) consumer data sources, the authors have created consumer segments at the retail and manufacturer levels with both out-of-store and in-store views. Using 31 out-of-store and 23 in-store promotional categories, the retail communities idea enables all marketers on all levels to understand, plan and allocate promotional funds in what is called the Retail Theater. Truly, in the customer community arena, the retailer becomes another media form to be included in any product marketing program. Full Product DetailsAuthor: Martin P Block Ph D , Don E Schultz Ph DPublisher: Prosper Business Development Corporation Imprint: Prosper Business Development Corporation Dimensions: Width: 15.20cm , Height: 0.90cm , Length: 22.90cm Weight: 0.236kg ISBN: 9780981941547ISBN 10: 0981941540 Pages: 172 Publication Date: 08 December 2009 Audience: General/trade , General Format: Paperback Publisher's Status: Active Availability: Awaiting stock The supplier is currently out of stock of this item. It will be ordered for you and placed on backorder. Once it does come back in stock, we will ship it out for you. Table of ContentsReviewsAuthor InformationTab Content 6Author Website:Countries AvailableAll regions |