Rethinking Retail: A Marketer's Guide to Decoding Consumer Preference Through Data Analytics
暫譯: 重新思考零售：行銷人員透過數據分析解碼消費者偏好的指南
Block, Martin, Mulhern, Frank, Degaris, Larry
- 出版商: Palgrave MacMillan
- 出版日期: 2025-06-01
- 售價: $1,660
- 貴賓價: 9.8 折 $1,626
- 語言: 英文
- 頁數: 126
- 裝訂: Hardcover - also called cloth, retail trade, or trade
- ISBN: 3031863453
- ISBN-13: 9783031863455
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相關分類:
行銷/網路行銷 Marketing
無法訂購
相關主題
商品描述
Retailing has changed rapidly in recent years with the pandemic accelerating the long-term growth of e-commerce. Drawing on a unique data set drawn from hundreds of thousands of interviews over almost two decades, this book takes a close look at changes in consumers' shopping preferences, behaviors, and influences.
Across a range of topics, the authors argue that the rise of e-commerce has coincided with a decline in consumer preferences--what people buy and where they buy it. This presents challenges for both retailers and manufacturers.
The authors propose that the answer lies with consumers. A focus on consumers is fundamental to designing effective marketing strategies and campaigns. However, retailers and brands often have different perspectives about consumers. This book bridges that gap. The broad scope of topics and longitudinal data give retailers and brand marketers a roadmap for building and maintaining consumer preference in a rapidly changing and challenging environment.
商品描述(中文翻譯)
零售業在近年來迅速變化，疫情加速了電子商務的長期增長。本書基於近二十年來數十萬次訪談所收集的獨特數據，深入探討了消費者的購物偏好、行為和影響因素的變化。
在多個主題中，作者主張電子商務的興起與消費者偏好的下降同時發生——人們購買的商品及其購買地點的變化。這對零售商和製造商都帶來了挑戰。
作者提出，答案在於消費者。專注於消費者對於設計有效的行銷策略和活動至關重要。然而，零售商和品牌對消費者的看法往往存在差異。本書彌補了這一差距。廣泛的主題範疇和長期數據為零售商和品牌行銷人員提供了一條在快速變化和充滿挑戰的環境中建立和維持消費者偏好的路線圖。
作者簡介
Martin Block is a Professor Emeritus in Medill's Integrated Marketing Communications program at Northwestern University, USA. Block teaches graduate level marketing mix models, marketing research and analytical techniques, sales promotion, advertising management, direct marketing and entertainment marketing courses.
Frank Mulhern is the Hamad bin Khalifa Al-Thani Professor of Integrated Marketing Communications at the Medill School at Northwestern University, USA. He is the Director of the Retail Analytics Council, a research center on retail technology, data and analytics. He specializes in research on retail marketing, the role of technology and analytics in retailing and e-commerce, and the integration of digital media and marketing.
Larry DeGaris has conducted more than one hundred sponsorship measurement studies for many of the world's leading sponsors, including Bank of America, Pepsi, Home Depot, UPS, and many others. As Executive Director of the Medill Spiegel Research Center at Northwestern University, the home of IMC, Larry champions an integrated approach to marketing measurement with a focus on developing and integrating direct measures of effectiveness for below-the-line marketing.
Don E. Schultz (1934-2020) was Professor of Integrated Marketing Communications at the Medill School at Northwestern University, Evanston, IL, as well as President of Agora, Inc., a global marketing, communication and branding consulting firm. Schultz was recognized as a seminal authority on Integrated Marketing Communication around the world, along with pioneering work in marketing accountability, branding, internal marketing, and marketing metrics. He was the author or co-author of 31 books and over 150 trade, academic, and professional articles.作者簡介(中文翻譯)
馬丁·布洛克是美國西北大學梅迪爾整合行銷傳播計畫的名譽教授。布洛克教授研究生層級的行銷組合模型、行銷研究與分析技術、銷售促銷、廣告管理、直接行銷及娛樂行銷課程。
法蘭克·穆赫恩是美國西北大學梅迪爾學院整合行銷傳播的哈馬德·本·哈利法·阿爾·塔尼教授。他是零售分析委員會的主任，該研究中心專注於零售技術、數據和分析。他專門研究零售行銷、技術和分析在零售及電子商務中的角色，以及數位媒體與行銷的整合。
拉里·德加里斯為許多全球領先的贊助商進行了超過一百項贊助測量研究，包括美國銀行、百事可樂、家得寶、UPS等。作為西北大學梅迪爾·斯皮格研究中心的執行主任，該中心是整合行銷傳播的發源地，拉里提倡一種整合的行銷測量方法，專注於開發和整合針對下線行銷的直接效果測量。
唐·E·舒爾茨（1934-2020）曾是美國伊利諾伊州埃文斯頓的西北大學梅迪爾學院整合行銷傳播的教授，以及全球行銷、傳播和品牌顧問公司Agora, Inc.的總裁。舒爾茨被認為是全球整合行銷傳播的權威，並在行銷問責制、品牌建立、內部行銷和行銷指標方面開創了先河。他是31本書籍及超過150篇商業、學術和專業文章的作者或合著者。
