RETAIL MARKETING STRATEGY: DELIVERING SHOPPER DELIGHT
Book ID/图书代码： 07682015B83509
English Summary/英文概要： Basing shopper marketing strategy on customer insights is what differentiates market leading retail brands from weaker competitors. Many retail organizations lack business development and strategic departments that collect experiences, set benchmarks and create models and manuals. Retail Marketing Strategy makes the information available to drive new ways of thinking and make retail practice more agile for everyone.
Taking in five key capabilities required for retail excellence, namely in-store execution; organizational development; fact-driven decision making; multi-channel operations, and understanding customers, Retail Marketing Strategy answers some of the most difficult questions in retail including how to innovate to develop new ways to interact with customers across multiple channels, and how to replicate online success stories from other sectors. Practical steps are put forward for collating and interpreting the data generated in shopper activity, helping to make sense of trends and build effective strategy. Guidance is based throughout on neuromarketing research, providing a clear framework for building in experiential elements such as scent or music into the retail environment to really engage with consumers on an emotional level.
If you are a marketing, branding or supply chain professional working in retail seeking straightforward and research-driven techniques for building lasting customer loyalty, or you are responsible for driving retail strategy in your organization, let Retail Marketing Strategy be your guide.
Chinese Summary/中文概要： 基于客户的喜好建立零售市场战略能让企业区别于较弱的竞争者，成为市场领先的零售品牌。许多缺乏企业发展战略的零售企业只会收集经验、设立目标、建立模板和条例。《零售市场战略》能使读者掌握该领域更多新的思想、能更加灵活地掌握零售方法。
《零售市场战略》主要分为五个方面来介绍零售战略：库存执行、企业发展、据实决策、多渠道操作和理解客户等。此书回答了零售领域最难解答的几个问题：其中包括如何通过多渠道创立与客户互动的新方法，以及如何实现线上销售的成功。书中还教授读者校对和解读从市场活动中生成的数据，以理解市场趋势和建立有效地战略。书中提供的指导方法都是基于神经学营销的研究，建立了一个相当清晰的框架。
如果你是零售行业负责市场、品牌或供应链的人员，正在寻找建立客户忠诚度有效而直接的方式、或者你是企业中负责零售战略的人员，让《零售市场战略》成为你的指导吧。（XAT）
Awards/获奖情况：“《零售市场战略》在市场范围内是一本非常实用的手册，此书清晰地罗列出了零售商和制造商能使消费者愉快消费的战略，这个概念经常在混乱的市场中被遗忘。作者对市场的热情和他在零售领域的经验的确让这本书非常具有可读性。”——马克•施罗德，全球营养副总裁、可口可乐，2015-07-26
"A great handbook for many of the marketing professionals in the industry. It clearly outlines what strategies can be applied by retailers and manufacturers to make their shoppers happy, a concept that is often overlooked in the marketing mix. The passion of the author and his practical experience in retail marketing and shopper insights truly make this an invaluable read." (Marc Schroeder, SVP Global Nutrition, PepsiCo 2015-07-26)
About the Author/作者介绍： 康斯特•博赫特是零售市场和客户思想的一位专家。康斯特是瑞伯格公司的成立者和拥有者，现在荷兰从事咨询业务，在许多主流公司，其中包括卡夫食品、宝洁集团、可口可乐拥有超过20年的经验，由此发展出了许多零售战略。
Constant Berkhout is a passionate practitioner of retail marketing and shopper insights. As Founder and Owner of Rijnbrug Advies, a consultancy based in the Netherlands, and based on more than twenty years’ experience at major companies including Ahold, De Boer Winkelbedrijven, Kraft Foods, Gillette/P&G and PepsiCo, he develops new ways to grow retail categories and connect with the shopper for a diverse range of food, non-food and supplier clients.
Format:TRADE PAPERBACK
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE(到期可授)
Complex/Traditional Chinese/繁体中文：AVAILABLE
Sales in other countries/其他国家销售情况：
原文第一章内容：暂无
手稿：暂无
大纲：暂无