资源描述：
《Inside the Mind of the Shopper》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、FromtheLibraryofGarrickLeePraiseforInsidetheMindoftheShopper“Readit,doit,andyouwillsellmore!”—HermannW.Braun,DirectorofCategoryManagementandShopperMarketing,FerreroGermany“Thisisauniquebookthatexaminesandexplainstheneedforthemeasurementofactualshopperbehaviorinret
2、ailenvironments.Basedonrealshopperstudies,thistakesanalysisbeyondPOSdata.HerbSorensenpaysparticularattentiontoprecisemeasurementofnon-intuitiveaspectsofshopperinteractionwiththeshelf.”—FranzA.Dill,FormerManagerandFounderofProcter&Gamble’sRetailInnovationCenter“Her
3、bSorensen’sideasandobservationsaboutin-storeshopperbehav-iorhavebeeninstrumentalinshapingmyrecentresearch.Hehasanuncannyabilitytoseebeyondsurfacedetailsanddetectmeaningfulpatternsofgenuineinteresttofront-linemanagersandseniorexecu-tives.It’sgreatthatsomuchofhiswis
4、dom—andthatofotherresearchershehasinfluenced—iscollectedtogetherhere.”—PeterFader,ProfessorofMarketing,TheWhartonSchooloftheUniversityofPennsylvania“Everyyearretailersdisrupttheircustomersbyspendingtime,money,andresourcesremodelingstores.Beforeremodelingonemoresto
5、re,readwhatHerbSorensenhaslearnedabouthowcustomersshopandhowyoucanuseittoimproveyourcustomer’sshoppingperformanceandyourearnings.Onehundredyearsagoretailersrantheirstoresbywatchingtheircus-tomersclosely.Somewhereduringthelasthundredyears,spreadsheets,slottingallow
6、ances,andquarterlyperformancereplacedthebasicprin-ciplesofthebusiness.Sorensen’sbookputsyoubackonthefloorofthestoreandallowsyoutoseehowthecustomerseesyourstore.WhatSorensenshowsyouwillmakeyourstoresbetterandmoreefficientforthecustomerandwillmaximizethemoneyyouarei
7、nvestingindesignandremodels.”—NormMyhr,GroupVicePresidentSalesPromotionandMarketing,FredMeyerFromtheLibraryofGarrickLee“Thisbookispricelessforanyoneinretailing.Itisbasedon40yearsofretailexperience,andHerbSorensenopensthedoorstoanewworld.Heservesuswithmassesofempir
8、icaldataandexamples,butalsowithnewmetricsandanewtheoryofshopperbehavior.Iamcertainthathewillchallengemostretailersaswellasresearchersandforcethemtocheck
