Good Marketing Books
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| Features• ISBN13: 9781416595243
• Condition: New
• Notes: BUY WITH CONFIDENCE, Over one million books sold! 98% Positive feedback. Compare our books, prices and service to the competition. 100% Satisfaction Guaranteed
A Worthy Read for the Digital Signage IndustryOne of the challenges that any of us in digital signage face is understanding the end result - the viewer. Regardless of what sector of the industry you live in, whether you're adding special effects to copy in post production, or you're wiring the LCD mount on the shelf, you need to understand why you're doing it. The "why" is the customer.
And there is probably no better body of work where you can learn about the shopper than "Why We Buy." As Mr. Underhill states, "First and foremost, shopping follows social change, and woe to the businessperson who fails to comprehend. Shoppers are fickle today, and their loyalty to brand name - whether of a product or a store - lasts only as long as the afterglow of the most recent shopping experience."
Given the fast-moving evolution of electronic messaging and engagement, this is supremely important because it lays the groundwork for how the book can be interpreted.
Mr. Underhill describes four essential elements of store shopping that are core to the success of a retailer:
* Dwell Time: How long the shopper is in the store. (Studies routinely show that longer store dwell times lead to higher sales.)
* Conversation Rate: The percentage of shoppers to actual transactions at the counter.
* Waiting Time: Almost a contrast to Dwell Time, the longer a customer has to wait in a store, the lower his or her opinions are of that store. This would be "bad" Dwell Time.
* Employee Interaction: Going back to those studies, employee interaction leads to higher sales.
Much of his writing can be directly attributed to the philosophies of in-store signage. The purpose of signs, regardless of whether they are static or digital, is to get someone to do something. Understanding the shopper is the key to effectively using the store (and ultimately the signage) itself as a tool to engage a shopper.
Mr. Underhill provides nuggets of information that fit very well into the world of electronic engagement and interactivity. He notes that "about one-fifth of all shoppers actually see the average product on a supermarket shelf. There's a reliable zone in which shoppers will probably see merchandise. It goes from slightly above eye level down to about knee level." This is important. Part of the equation of compelling content is where a screen goes. If it's placed where no one sees it, then one one sees it. Not good.
Chapter Five, "How To Read A Sign" is worth the price of the book and should be etched in your brain. The chapter covers signage in a store. And almost the entire chapter can be directly translated to our industry by simply placing the word "digital" in front of each instance of the word "sign" or "signage" in the chapter. Even though we are using a new technology for communications, the fundamentals of right message, right place, right time are as accurate as ever.
There are moments in the book where Mr. Underhill steps on the soap box and chastises retailers for their activity, and there is a hint of vitriol in there instead of proactive approach. You can almost tell that he savors those little moments in the book where he can really say what he thinks. However, these little moments feel negative in a body of work that is largely educational and positive.
If you walk into a Barnes and Noble, a Williams-Sonoma, or a Dean and Deluca, you can see the execution of Mr. Underhill's insight on "900 different aspects of shopper-store interaction." I'm guessing all the executives of these organizations have this book on their shelf.
Overall, this is an important work and belongs on the shelf of anyone who is responsible for a customer's behavior in a store. That would be everyone who works in retailing, by the way. This book will help you better understand why people do what they do, so you can better do what you do.
Do be do be do.
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Similar Products:Call of the Mall: The Geography of Shopping by the Author of Why We Buy
Buyology: Truth and Lies About Why We Buy
Brand Sense: Sensory Secrets Behind the Stuff We Buy
What Women Want: The Global Marketplace Turns Female Friendly
Inside the Mind of the Shopper: The Science of Retailing
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| List Price: $192.00
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| A complete messThe previous reviewer ("book maven") is correct. This textbook is a virtual trainwreck- poorly written/edited (see how they misspell "Brainfog" on page 375 ), disorganized and repetitive. Each chapter rehashes the same concepts - only the buzzwords, choices of filler and the smug insights from a series of talking heads change.
Most notable, however, is the lingering sense that the authors might be a bit lost on how their subject matter relates to the real world. This is rather important for the advertisers, clients and customers that live there. They appear so clueless when they attempt to address "new" media (like the internet), that it's downright comical. It's not 1998 anymore. It's time to either provide some realistic insights, or step aside and drop this volume onto the history shelf.
Any (good) advertising resource should tell you that bewildering the customer is not a sound marketing practice. Charging them $139 (and that's the Amazon price, the list is $195) for the experience is downright unethical.
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Similar Products:Selling Today (11th Edition)
Pick Me : Breaking Into Advertising and Staying There
Exploring Marketing Research (with Qualtrics Card)
Retail Management: A Strategic Approach (11th Edition)
Public Relations: Strategies and Tactics (9th Edition)
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Release Date: 2009-06-23
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| Beyond FreakonomicsFreakonomics tried to show how some decisions could be sound, even if they did not appear as that for an external observer.
Predictably Irrational goes one step beyond: Sometimes, we do not behave rationally. However, the irrational behavior follows some principles that make it predictable. The whole book is devoted to those principles. The message should be: Ok, Freakonomics; you show that rationality is far beyond the appearance and this is a good starting point. What if there are fields of our behavior where irrationality is prevalent?
Some of the principles, like the decoy as a way to help changing a decision, are shown with amazing examples and experiments. It is especially interesting the example of nursery because it is shared by Freakonomics and the reader can see the differences in the approach by both books. Other principles seem more driven by the requirement to fill space but, even though, the book is worth.
At the moment of writing this review, I did not read any other book by Ariely. However, it is going to be hard keeping the level of this one. The success could invite the author to write more books with the same subject. However, the fact that some of the shown principles appear as minor invite the reader to think that the "cream" is already extracted in this book.
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Similar Products:The Upside of Irrationality: The Unexpected Benefits of Defying Logic at Work and at Home
Nudge: Improving Decisions About Health, Wealth, and Happiness
A Taste of Irrationality: Sample chapters from Predictably Irrational and Upside of Irrationality
The Invisible Gorilla: And Other Ways Our Intuitions Deceive Us
Sway: The Irresistible Pull of Irrational Behavior
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Release Date: 2002-08-20
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| Features• ISBN13: 9780060517120
• Condition: New
• Notes: BUY WITH CONFIDENCE, Over one million books sold! 98% Positive feedback. Compare our books, prices and service to the competition. 100% Satisfaction Guaranteed
A Bible in High-Tech MarketingThis book offers a true blueprint for companies looking to market and sell innovative high-tech products in a mainstream market.
This blue print begins by segmenting customers into groups with different needs and goals (innovators, early adopters, early majority, late majority and laggards). These groups do not form a continuous spectrum. Indeed, there are gaps that exist that any company looking to succeed needs to understand and bridge. Once the company identifies the highly specific target segment within a mainstream marketplace, they then proceed to understanding their compelling reasons to buy. Then they must build around the notion of a "whole product" with the aid of partners as required to make that a reality. To further help the customer, the company must clearly define their competition and how they position themselves with respect to them. Finally comes selecting a distribution channel and ensuring that the sales force is empowered to deliver the required results.
From my perspective, this book helps any IT executive understand how to better work with technology vendors. In addition to helping them identify the ones that are indeed there to stay and grow. It also pushes IT executives to make fundamental decisions on where in the consumer spectrum they want to position themselves based on their needs and the risks that they are willing to undertake.
In all a very good and informative read. Despite it being originally written in the 90s the fundamentals of the blueprint still hold true. This is a true bible in the field of technology marketing. On the critiquing side, I would say that this book could have been written in a more concise fashion. It seemed slow at times, when reading it. Also, it would have been great to see updated examples of the principles described which would make it easier to reflect upon from a more recent perspective.
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Similar Products:Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets (Collins Business Essentials)
The Innovator's Dilemma: The Revolutionary Book that Will Change the Way You Do Business (Collins Business Essentials)
Dealing with Darwin: How Great Companies Innovate at Every Phase of Their Evolution
The Four Steps to the Epiphany
The Innovator's Solution: Creating and Sustaining Successful Growth
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| 2010-09-02 01:01 |
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