Liz CrawfordThe Shopper Economy: The New Way to Achieve Marketplace Success by Turning Behavior into Currencyhttps://www.mheducation.com/cover-images/Jpeg_400-high/0071787178.jpeg1March 20, 20129780071787178
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 Crawford writes about with real clarity. Her book is a bright door to the future." -- Herb Sorensen, PhD, Global Scientific Advisor, TNS Global Retail & Shopper Practice, and author of Inside the Mind of the Shopper
"If you want to understand how to motivate shoppers and leverage the new shopper currency--behavior--you need to read this book. Liz Crawford details shopper behaviors,
old and new, and provides a road map for brands that need to meet marketing and sales goals in an unbelievably complex shopping environment." -- Al McClain, CEO and founder, RetailWire.com
"A refreshing and thought-provoking exploration of today's dynamic, highly digital consumer market place. I highly recommend [that] anyone who thinks they know something about shopper marketing or wants to think about it a bit more out of the box read this book and take Liz Crawford's advice to heart." -- Dan Flint, PhD, director, University of Tennessee Shopper Marketing Forum
The Shopper Economy: The New Way to Achieve Marketplace Success by Turning Behavior into Currency
By Liz Crawford
Instructors: choose ebook for fast access or receive a print copy.
Students, we’re committed to providing you with high-value course solutions backed by great service and a team that cares about your success. See tabs below to explore options and pricing. Don't forget, we accept financial aid and scholarship funds in the form of credit or debit cards.
amount of time this product will be on the market is based on a number
of factors, including faculty input to instructional design and the
prior revision cycle and updates to academic research-which typically
results in a revision cycle ranging from every two to four years for
this product. Pricing subject to change at any time.
The estimated amount of time this product will be on the market is based on a number
of factors, including faculty input to instructional design and the prior revision cycle
and updates to academic research-which typically results in a revision cycle ranging from
every two to four years for this product. Pricing subject to change at any time.
Orders within the United States are shipped via Fedex or UPS Ground.
For shipments to locations outside of the U.S., only standard shipping is available.
All shipping options assumes the product is available and that it will take 24 to 48 hours to process your order prior to shipping.
You will be taken to our partner Chegg.com to complete your transaction.
After completing your transaction, you can access your course using the section url supplied by your instructor.