Shopper intimacy: A practical guide to leveraging marketing intelligence to drive retail success was published by FT Press in Sep, 2010.
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.
About the author
Rick DeHerder is the founder and former CEO of Array Marketing Group. Before founding Array Marketing Group in 1999, he served for a decade as a marketing executive at Mattel, rising to Executive Vice President, and spent 14 years at Sears working in stores, regional offices, and headquarters.
Dick Blatt is president of Planar World Consulting. He served for 17 years as chief executive of POPAI: The Global Association for Marketing at Retail. During that time, the organization established and aggressively pursued making marketing at retail part of the strategic marketing mix as its primary strategic goal. Dick also had primary responsibility for establishing POPAI offices in 20 countries around the world. He continues to work to bring people around the world together to share information and raise standards.