Marketing Ebooks: "Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success"

“Two scarred, but well-decorated veterans deconstruct in-store marketing. Rick DeHerder and Dick Blatt give us a tour of where the rubber meets the road in modern consumption. Comprehensive, exhaustive, and complete, this is a volume for both marketer and merchant.”

–Paco Underhill, Founder, CEO, and President, Envirosell and Author of What Women Want, Why We Buy and Call of the Mall

“Enhancing our in-store environment with relevant products, promotions, and innovations will win shopper loyalty. That loyalty will drive more shoppers, greater baskets, and more trips, leading to incremental revenue and market share for Walgreens. Shopper Intimacy is a fantastic resource for time-poor marketing professionals seeking insights, interpretations, and implications of the vast library of research and studies in the field of in-store marketing. Additionally, this guide will help us make better decisions on our marketing spending by providing a structured approach and the necessary metrics for calculating a return on that spending.”

–Don Whetsone, Senior Director of Merchandising Strategy and Development, Walgreens

Retail marketing is undergoing cataclysmic change, driven by upheavals in media, consumer attitudes, and the retail industry itself. To build brands and drive sales, retailers must invest more heavily in marketing. But how? With Shopper Intimacy, you will understand the customer more deeply than ever before–and be able to act on that knowledge.

Drawing on years of industry research, Rick DeHerder and Dick Blatt introduce a start-to-finish system for achieving true shopper intimacy. You’ll master powerful new tools for influencing shopper behavior–supported by extensive case studies, charts, and real-world examples. You’ll also find indispensable performance metrics–including new ways to measure return on investment (ROI) from the standpoint of key stakeholders.

Shopper Intimacy brings together breakthrough insights for all retail segments, detailed data to support them, and practical techniques for applying and profiting from them.

Descargar - Download

Marketing Ebooks: "Marketing Out Of Control"

The consumer has taken control of the marketing process. With over 2 billion searches per day and countless retail visits and telephone calls, customers are taking the initiative. They have access to more information than ever before and the ability to communicate instantly with friends, marketers and trusted sources. The combination of unlimited choice and the ability to find anything and everything quickly has shifted the power from manufacturers and retailers to their customers.

Descargar - Download

Marketing Ebooks: "Online Consumer Psychology: Understanding and Influencing Consumer Behavior in the Virtual World"

Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online.

The theories and research methods help provide greater insight into the processes underlying consumer behavior in online environments.

Broken into six sections, this book:

* focuses on community and looks at the Internet's ability to bring like-minded individuals from around the world into one forum;
* examines issues related to advertising, specifically click-through rates and advertising content placed within gaming online and wireless networks;
* provides readers with reasons why consumers customize products and the benefits of customization;
* discusses the psychological effects of site design;
* asks the question of whether the Internet empowers consumers to make better decisions; and
* discusses research tools that can be used online.

Descargar - Download

Marketing Ebooks: "Turn Clicks Into Customers: Proven Marketing Techniques for Converting Online Traffic into Revenue"

Turn online visitors into paying customers!

You’ve gone through all steps of developing a powerful business presence on the Web-—but it’s only the first step. Now, you have to make sure your visitors hit the “Purchase” button . . . before they start clicking through to your competitor’s site.

From Duane Forrester, a leading expert in Search Engine Optimization and the author of the popular How to Make Money With Your Blog, comes a highly practical guide for using all the online tools available for turning curious visitors into paying customers. Turn Clicks into Customers reveals proven techniques for not only standing out in a crowded marketplace but for reaching customers who are most eager to buy your products or services.

Forrester explains what works and what doesn’t for multiple online marketing strategies, including:

• E-mail
• Online searches
• Internet advertising
• Webinars
• Videos
• Social networking

You’ll learn best practices for each strategy at both a local and global level to reach more paying customers than ever before. Plus, you’ll get interviews with global experts who reveal proven tactics they’ve used to successfully turn Clicks into Customers.

Descargar - Download

Marketing Ebooks: "Customer Obsession: How to Acquire, Retain, and Grow Customers in the New Age of Relationship Marketing"

Customer Obsession is an invaluable hands-on guide to the next generation of customer relationship marketing. Abaetê de Azevedo and Ricardo Pomeranz, top leaders at the world-renowned direct marketing agency Rapp Collins, reveal how businesses of any size can develop a global strategy that embraces today's empowered consumers and encourages the development of meaningful, profitable relationships with them.

Sharing insider details from Rapp Collins's breakthrough methodology, the authors provide the tools to implement the next level of relationship marketing, enabling you to pinpoint the unique value of every customer and specific direct marketing techniques for winning them over.

You get practical steps for integrating your brand communications and identifying a strong marketing concept to create a campaign that establishes personalized connections with consumers. Then, you'll learn how to:

• Implement your relationship marketing program in four phases: strategic analysis, planning, implementation, and control
• Utilize databases to gather individualized information and create targeted messages
• Create specific campaigns that are relevant to different segments of consumers
• Measure marketing campaign results with ROI calculation models
• Develop practices that will continuously improve ROI

Rounding out this invaluable guide are illuminating case studies of numerous national and international brands that successfully used relationship marketing to meet their communication needs. Customer Obsession is the definitive roadmap for all businesses that want to achieve the maximum return for their marketing investments.

Descargar - Download

Marketing Ebooks: "Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests"

Advertising is dead. You may not realize it, but you and everyone you know engages, possibly unsuspectingly, in some form of a game multitasking as an ingenious marketing device. Game-Based Marketing illustrates the pervasiveness of games today in business marketing, and how to better use them to create an engaged and loyal customer base. Game-Based Marketing will:

• Explain the growing phenomenon of game-based marketing and how it works
• Show marketers how to develop games to incorporate into their marketing strategy
• Share fascinating examples of marketing games already in play including Jigsaw.com; Chase Picks Up The
  

Tab; the iconic McDonald’s Monopoly Game that reportedly generates nearly one-hundred million dollars in incremental revenue per year; and United Airlines Mileage Plus where team pint competitions and real-world scavenger hunts for miles accrue millions annually.

Provocative and instructive, Game-Based Marketing’s message is clear: Use the tools in this book to put games in your marketing mix now… or you’ll be out of the game altogether.

Descargar - Download