Shopportunity!： How to Be a Retail Revolutionary如何成为零售业的革命者
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作者： Kate Newlin 著
出 版 社： 音像供货
出版时间： 2006-9-1字数：版次： 1页数： 256印刷时间：开本： 16开印次： 1纸张：I S B N ： 9780060888404包装： 精装内容简介
Today's shopping culture is turning the shopper into a zombie—and the thrill of the hunt into the robotic management of inventory. We are in danger of losing a resonant personal ritual, replaced by the boring habitual. For millions of us, the sizzle of a daily shopping experience has devolved into a relentless acquisition of the okay, available, and cheap. Why are we willing to pay $3.50 for a latte at Starbucks, but bristle at a 10-cent increase in the price of toothpaste? Why do we drive miles out of our way to buy a bag of 100 razor blades for 50 cents less than at our local store, and then spend $3.99 on a tub of pretzels that we don't need? We're wasting our time and money at the cost of our patience and good will.
In Shopportunity!—a manifesto-cum-exposé—marketing expert Kate Newlin looks behind the aisles of our best-known retailers to reveal that the dopamine rush of getting a good deal is confusing shoppers' wants with their needs. Packed with perceptive reporting, Shopportunity! provides an insider's view of how marketers create a brand and the overwhelming power of retailers to interfere with the transformational joys that great brands bring to our daily lives. It is time for shoppers to revolutionize their shopping experience and take the power away from retailers.
One generation of marketers has hooked three generations on the addiction of price promotion, and it has wreaked havoc on our waistlines, credit ratings, and life experience. From Wal-Mart to Macy's, Ralph Lauren, Whole Foods, and the Home Shopping Network, Newlin reveals what the world's leading retailers really know about us, and what it takes to kick the addiction to getting the best deal possible. Culminating in a Shopper's Bill of Rights, Shopportunity! will liberate shoppers—as well as the manufacturers and retailers who serve them—from the tyranny of the cheap.
作者简介：
Kate Newlin is the principal owner of Kate Newlin Consulting, where she works with Fortune 100 and entrepreneurial firms. Prior to that she was president of Faith Popcorn's BrainReserve, a trend-based marketing consulting firm. During her career, Newlin has consulted with scores of large and small companies, including Procter & Gamble, Kraft, Nabisco, Waldenbooks, Title 9 Sports, Specialized Mountain Bikes, Johnson & Johnson, WeightWatchers, and Godiva Chocolatier. She lives in New York City.
目录
Introduction: What Becomes an Abandoned Superstore Most?
Ⅰ. New & Improved!
1. The Mother Lode: The Promise of Products
2. Getting the Promise to Market: Send Us More Floating Soap
3. Shedding One Skin and Forging Another, Brand by Brand
4. The Brand Must Mean, Not Just Be
5. Looking for Love on Aisle Two
6. The Cheapening of the American Dream
Ⅱ. The Siren Call of the Transaction
7. Department Stores and How They Blew It
8. The Specialty of Specialty? Why, Specialty!
9. Food Shopping? The Best of Times, The Worst of Times,
10. The Wal Martization of the Universe: Must Its Value Trump Our Values?
11. On the Road Again: Convenience Stores, Gas Stations, Oil Changes and Dealerships
12. Infomercials, Home Shopping and Web Sites: When Virtual Shopping
Beats Real Shopping
Ⅲ Summary
21 Steps to Become a Retail Revolutionary
Epilogue
Acknowledgments
Sources
Index
