 Being the Shopper: Understanding the Buyer's Choice
ISBN: 978-0-471-15135-7
Hardcover
245 pages
June 2002
US $27.95
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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.
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.
