Rebecca Brooks, Devora Rogers

Influencing Shopper Decisions: Unleash the Power of Your Brand to Win Customers

• Broschiertes Buch

Produktbeschreibung

Attract and engage the attention of today's fickle consumer by understanding the shopper brain and adapting your strategies to focus on consumer needs, priorities and context.

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Produktdetails

• Verlag: Kogan Page
• Artikelnr. des Verlages: 13852
• Seitenzahl: 208
• Erscheinungstermin: 26. April 2022
• Englisch
• Abmessung: 234mm x 156mm x 14mm
• Gewicht: 318g
• ISBN-13: 9781398603615
• ISBN-10: 1398603619
• Artikelnr.: 62548039

Autorenporträt

Rebecca Brooks is Founder and CEO of Alter Agents, a marketing analysis and brand management firm and is based in in Pasadena, California. She speaks regularly at Insights and ESOMAR conferences, and writes for Forbes.com, AdAge, Insights Association, Chief Marketer and the American Marketing Association. Devora Rogers is Chief Strategy Officer at Alter Agents and is based in Los Angeles, California. She works with dozens of global brands including Snapchat, Activision, Nespresso, Bose, Schwab and Fortune Brands, and is a regular public speaker at industry events. She gave a TedX talk on the Future of Shopping and Retail.

Inhaltsangabe

• • Chapter - 00: Foreword by Lisa Bodell;
  • Chapter - 00: Acknowledgments
  • Chapter - 00: List of figures;
  • Chapter - 00: List of tables;
  • Chapter - 01: Redefining the shopper journey for the first time;
  • Chapter - 02: The hidden danger of brand narcissism;
  • Chapter - 03: The age of shopper promiscuity;
  • Chapter - 04: The shopper DIAL;
  • Chapter - 05: Source usage: A new metric for changing shopper behavior;
  • Chapter - 06: Net influence: Revealing the true ROI;
  • Chapter - 07: Other new metrics for guiding decision making;
  • Chapter - 08: Redefining brand tracking;
  • Chapter - 09: Unlocking hidden shopper insights through agile neuroscience;
  • Chapter - 10: The evolution of shopper values;
  • Chapter - 11: The Covid inflection point;
  • Chapter - 12: Strategies for change;
  • Chapter - 13: Index

Rezensionen

"This book is for everyone who wants to understand the psyche of how people are making buying decisions in a rapidly changing world. Rebecca and Devora give you an MBA in a book. It will accelerate your understanding of what works today in influencing shopper decisions, and it will surprise you." Nadia Bilchik, CNN Editorial Producer and Global Speaker