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Using REAP (Retail Ecosystem Analytics Process) to Leverage Marketing Intelligence and Drive Retail Success
By Rick DeHerder, Dick Blatt
Sep 23, 2010
Implementing REAP (Retail Ecosystem Analytics Process) is central to the development of the shopper intimacy that drives consistent results. This chapter shows you how.
Introduction to Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success
By Rick DeHerder, Dick Blatt
Sep 22, 2010
Achieving and maintaining, not just a connection, but true intimacy with the shopper, is the new necessity. In this introduction to their book, Shopper Intimacy, the authors set the stage for how to reach the goal of shopper intimacy.
Marketing in the Moment: The Mindset Shift from Web 2.0 to Web 3.0
By Michael Tasner
Jul 14, 2010
Web 3.0 marketing is the convergence of new technologies and rapidly changing consumer buying trends. Michael Tasner explores the move from Web 2.0 to Web 3.0 marketing, including the five key components of Web 3.0 marketing.
Real-Time Marketing for Business Growth: What Is Purpose and Why Is It Important?
By Monique Reece
Apr 7, 2010
If people understand where the company is headed (vision), what the company stands for (mission), how they will work together to get there (values), and what must be accomplished (goals), then the strategy to get there can be understood and executed.
Introduction to Smart Pricing: How Google, Priceline, and Leading Businesses Use Pricing Innovation for Profitability
By Jagmohan Raju, Z. John Zhang
Mar 11, 2010
Learn to gain more confidence in pulling the price lever and be innovative about pricing your own product or service.
Exploring Perception of Food Packages with Rule Developing Experimentation and Eye Tracking
By Alex Gofman, Johanna Fyrbjörk, Tönis Mets, David Moskowitz, Howard R. Moskowitz
Feb 3, 2010
How can we better analyze the way in which consumers perceive product packaging? By using modern methodologies, we can create packages that capture a consumer's attention and stimulate purchasing interest.
Introduction to Marketing Metrics
By Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein
Jan 20, 2010
Learn why you need marketing metrics, which numbers are important, and how to master metrics in this introduction to Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, 2nd Edition.
Is a Solo-Authored Book on Collaboration an Oxymoron?
By Rawn Shah
Jan 13, 2010
"Social Networking for Business" author Rawn Shah examines why collaboration is important -- and why he wrote a book about collaboration, alone.
Exploratory Research: A Backdoor to Consumer Insights?
By Alex Gofman
Dec 7, 2009
Social networks are excellent and inexpensive vehicles that might help us drive to success by providing the free directions as well as the nuts and bolts of the consumer research process offering kind of a backdoor to the ‘bank of insights’. However, they cannot do that completely automatically, without educated professionals behind the process. At least, not yet.
Innovation Starts with Empathy: The Importance of Developing Deep Connections with the People You Serve
By Dev Patnaik
Oct 20, 2009
Dev Patnaik explains why companies prosper when they’re able to create widespread empathy for the world around them.
How to Communicate What Really Matters to Your Audience: What's in It for Them?
By Mark Magnacca
May 28, 2009
Are you leading your marketing with the benefit that causes your audience to respond with “I love it,” “I need it,” and “I’ll buy it”?
Jim Champy Discusses INSPIRE!
By Jim Champy
May 12, 2009
Learn how to keep your customers loyal—and attract new ones—in this Q&A with INSPIRE! author Jim Champy.
The Science of Retailing: Eighty Percent of Shopper Time Is Wasted
By Herb Sorensen
May 12, 2009
Single item purchases account for more than 16 percent of all shopping trips. Are you meeting the needs of these shoppers?
Structured Experimentation in Package Design
By Alex Gofman, Howard R. Moskowitz
Apr 20, 2009
Alex Gofman and Howard Moskowitz show how Rule Developing Experimentation (RDE) helps designers to use a disciplined approach that sifts through multiple combinations of possible design features to discover what works best with consumers for package design.
Jim Champy: From Tired to Inspired
By Jim Champy
Apr 7, 2009
The Web empowers customers, but it also empowers companies. Jim Champy explains how you can use the Web and other methods to not just sell, but inspire.
What's Wrong with PR?
By Brian Solis, Deirdre Breakenridge
Mar 5, 2009
With Web 2.0 and the mass adoption of Social Media, what can we do better to make PR more effective in these rapidly changing times?
Brand Revitalization: Background to the Turnaround at McDonald's
By Larry Light, Joan Kiddon
Feb 18, 2009
The authors present a case study of how they turned around the McDonald's brand.
The Power of Social Networks
By Juliette Powell
Dec 23, 2008
What are social networks, why do they matter, and most importantly, how do they apply to you and your business?
The Art of Asking: Neglected Questions
By Terry J. Fadem
Dec 18, 2008
Afraid of looking foolish? Waiting for a better time? Don't want to make waves? Terry J. Fadem explains why you should speak up.
The Truth About What Customers Want: They Think Your Product Sucks -- But That's Not a Bad Thing
By Michael R. Solomon
Nov 5, 2008
Companies no longer can rely solely upon a “push method” to inform their customers about their products; there is now a vibrant two-way dialogue that allows consumers to contribute their evaluations of products within their respective Web communities.

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