ENGLISH

Being the Shopper: Understanding the Buyer's Choice

By Phil Lempert

Book information

Publisher
Wiley
Year
2002
ISBN
0471151351
Language
english
Format
PDF
Filesize
1 MB (1346382 bytes)
Edition
1st
Pages
257\257
Time added
2010-05-17 00:23:50

Description

I have seven years experience in researching consumer insights to determine brand positioning. I've recently taken a new position where I'm moving from brand advertising into retail marketing. I was hoping this book would provide deep retail shopper insights with rich examples of how these insights helped leverage products in a retail environment since my experience is only at the mass advertising level. Instead, I found this book to be elementary and unenlightening at any marketing channel level. Most of the examples are superficial rather than real case studies. While the author talks about many potential ways to get insight into the shopper such as using color and smel, he provides no concrete examples of how these insights have been or could be put into action by anyone. I would only recommend this book to someone with very little marketing experience who wants a basic overview of what factors a researcher might want to explore to better understand the shopper.

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