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The inscrutable shopper : consumer resistance in retail /

Traditional retail marketing theory has aimed to assist retailers with ideas, suggestions, and methods to attract shoppers and encourage them to spend, and ideally engender loyalty. Attracting shoppers, and encouraging them to purchase, has traditionally involved a range of marketing tactics within...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Minahan, Stella
Autor Corporativo: Business Expert Press
Otros Autores: Ferraro, Carla, Sands, Sean
Formato: Electrónico eBook
Idioma:Inglés
Publicado: [New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, Ã2012.
Edición:1st ed.
Colección:Consumer behavior collection.
Business Expert Press digital library.
Temas:
Acceso en línea:Texto completo
Descripción
Sumario:Traditional retail marketing theory has aimed to assist retailers with ideas, suggestions, and methods to attract shoppers and encourage them to spend, and ideally engender loyalty. Attracting shoppers, and encouraging them to purchase, has traditionally involved a range of marketing tactics within the retail environment, such as hanging banners, engaging barkers, playing music, designing elaborate store environments, and spending a continually increasing amount on advertising. We take a different approach with this book and ask the retailer to strategically consider and understand its customer base, particularly the issues surrounding why some customers may, or may not, choose to purchase (or shop) at all: what we define as the inscrutable shopper. While some retailers will not need to do any more than let the customer know that they exist (they have their formula just right), the reality for many retailers is that they are caught up in the business of day-to- day retail operations and lose sight of customer shifts, let alone have the time to consider why customers may not be purchasing. Hence the focus of this book is to provide an understanding of the different customer types that exist today, as a challenge of resistance to consumption.
Notas:Title from PDF title page (viewed September 30, 2011).
Descripción Física:1 online resource (153 pages)
Bibliografía:Includes bibliographical references (pages 123-149) and index.
ISBN:9781606491720
1606491725
1782681094
9781782681090
1283892731
9781283892735