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Books > Business & Economics > Business & management > Sales & marketing > Public relations
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Shoppernomics - How to Shorten and Focus the Shoppers' Routes to Purchase (Hardcover, New Ed)
Loot Price: R4,582
Discovery Miles 45 820
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Shoppernomics - How to Shorten and Focus the Shoppers' Routes to Purchase (Hardcover, New Ed)
Expected to ship within 12 - 17 working days
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The journey to purchase for the family shop or the B2B buyer is
impacted by media, advice, packaging and trial. The sales and
marketing challenge is what to say, and where to say it.
Shoppernomics, based on research and case studies from US and UK,
examines the path taken by the potential buyer. The authors
describe the key drivers and barriers on the journey to purchase.
They identify the need to get key messages, key partners and key
media all working together, and a framework for success. The
authors challenge the budget split between sales and marketing as
possibly the largest barrier to successful shopper marketing and
identify core stores and the areas they serve as being equally
important targets for investment. Shoppernomics provides the manual
for achieving successful companies serving happy and loyal
customers, as the ultimate goal for manufacturers, retailers and
brands. It reminds marketers that it is what customers take from
their product or service that is important, not what they think
they are delivering. It reminds sales people that nothing is more
important than matching supply and demand in the eyes of the
customer regardless of who actually makes the ultimate sale.
Shoppernomics is designed to deliver fast results for companies
prepared to recognise that they are not perfect, and go the extra
mile to find out why.
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