|
Showing 1 - 3 of
3 matches in All Departments
A Marketer's Guide to Understanding China's Digital Generation
China's Digital Generation is driving the country's rapidly growing
consumer economy. These savvy young consumers are a powerful force,
shaping China's markets now and for years to come. Drawing on the
massive ProsperChina Quarterly Survey, this book presents a clear,
practical view of how this generation acts, shops, and plans for
the future. Ample comparisons are made between Chinese and U.S.
consumers, providing useful cultural and behavioral benchmarks for
marketers of consumer products and services. A must-read for global
leaders developing, refining and implementing marketing and
communication programs in the world's most challenging and
complicated market.
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.
It is self-evident that media planning and buying cannot continue
to use the methods, systems and technologies that were developed in
the 1970's and 1980's. While they are comfortable and are the
current currency in media allocation they are as obsolete as carbon
paper. Most media planners and buyers are acting as agents for
their clients. Thus, they have a fiduciary obligation to allocate
the finite corporate resources in the most effective and efficient
manner possible. For the client/advertiser that charge now includes
an objective to become more consumer-centric and increase marketing
ROI. The new SIMM consumer allocation method does just that by
making the consumer and their consumption value, and media
influences to purchase key elements in the new model. Media
Generations also demonstrates the utility to media planning of
considering how media consumption and influence change among age
cohorts with different media experiences.
|
You may like...
Poor Things
Emma Stone, Mark Ruffalo, …
DVD
R449
R329
Discovery Miles 3 290
Loot
Nadine Gordimer
Paperback
(2)
R398
R330
Discovery Miles 3 300
Loot
Nadine Gordimer
Paperback
(2)
R398
R330
Discovery Miles 3 300
|
Email address subscribed successfully.
A activation email has been sent to you.
Please click the link in that email to activate your subscription.