The shopper economy : the new way to achieve marketplace success by turning behavior into currency / Liz Crawford.

Format:

Book

Author/Creator:

Crawford, Liz, author.

Contributor:

Books24x7, Inc.

Language:

English

Subjects (All):

Consumer behavior.

Customer loyalty.

Internet marketing.

Physical Description:

1 online resource (1 v.) : ill.

Edition:

1st edition

Place of Publication:

New York : McGraw-Hill, [2012]

Language Note:

English

System Details:

text file

Summary:

GET READY FOR THE AGE OF SHOPPER MARKETING Consumers today are armed with a wealth of content--price comparisons, reviews, and even online inventory data--and this is good news for marketers, because these tools empower consumers, making them into shoppers who are more willing than ever to interact with your brand . . . but for a price. The value of these shoppers' attention is soaring, and The Shopper Economy gives you the framework for capturing and monetizing this valuable commodity. Liz Crawford, a leading marketing innovator and consumer behavior analyst, gives a fast-paced and comprehensive look at how the unprecedented availability of information is a boon to brands, because it lets shoppers perform the labor of marketing when they watch and share ads, recommend products, and interact with brands and each other. Crawford presents interviews with marketers and shoppers, and case studies of how brands like 7-Eleven, Carnival Cruises, and Kia are using Shopkick, foursquare, and other platforms to stay ahead of accelerating changes in consumer empowerment by encouraging and rewarding everyday activities--entering a store, messaging, recommending, "Liking," playing, and more. From these examples you will learn how to Accurately measure and assess the value of shoppers' activities Translate the four key shopper behaviors--attention, participation, advocacy, and loyalty--into "Shopper Currency," real and virtual rewards that have measurable value to buyers and sellers Improve your business's ROI in shopper marketing by avoiding activity-foractivity's- sake and other common pitfalls Align your brand more seamlessly with your shoppers' own personal "brands" The Shopper Economy provides you with a high-level strategy that makes every shopper interaction a valuable transaction. It offers invaluable insights about today's rapidly evolving marketing landscape and proven solutions for how your brand can turn "path-to-purchase" models and consumer reward programs into lasting and profitable relationships with shoppers everywhere. PRAISE FOR THE SHOPPER ECONOMY "Every ten years, Consumer Marketing reinvents itself. If the 1990s were about Category Management, Shopper Insights has been the driver of the moment. Liz Crawford deconstructs the movement with precision." -- Paco Underhill, CEO Envirosell Inc., and author of Why We Buy “"A fascinating account of the present and future direction of marketing to shoppers. It is a brave new world that Liz Crawfo...

Contents:

Intro

Contents

Acknowledgments

Foreword

Introduction

Chapter 1 Foundations of the Shopper Economy

Chapter 2 The Shopper Is the Medium

Chapter 3 The New Path to Purchase

Chapter 4 Around the Wheel

Chapter 5 Valuing Advocacy

Chapter 6 Advocates and Evangels

Chapter 7 Valuing Participation

Chapter 8 The Product as Souvenir

Chapter 9 Loyalty

Chapter 10 Valuing Attention

Chapter 11 Marketing Implications for the Near Term

Chapter 12 A Glimpse Ahead

Notes

Index.

Notes:

Title from title screen.

Includes bibliographical references (pages 231-238) and index.

Digitized and made available by: Books24x7.com.

Description based on print version record.

ISBN:

9786613613622

9781280583810

1280583819

9780071787185

0071787186

OCLC:

1024236182