Retailing 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.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!