Shoppernomics

How to Shorten and Focus the Shoppers' Routes to Purchase

Roddy Mullin, Colin Harper

$305

Hardback

Not in-store but you can order this
How long will it take?

Availability Information

We source books from suppliers in Australia and overseas. For books we don't currently have in stock, the time it takes to get them from our suppliers can vary widely - from a few days to a few months - so we check each book with each supplier to determine the expected time it will take to be supplied to us.

We then advise you accordingly. If the time taken to get any book is too long for you, you can let us know and we will cancel or adjust your order, and refund as required.

To find out the anticipated arrival time for specific items prior to ordering, please contact us by phone or email:

Phone +61 2 9264 3111, or 1800 4 BOOKS (1800 4 26657) if outside Sydney:
option 1 Abbey's Bookshop (Crime, History, Science, Kids & more) • info@abbeys.com.au
option 2 Language Book Centre (ESL & Foreign Languages) • language@abbeys.com.au
option 3 Galaxy Bookshop (Sci-fi, Fantasy, Romance, Graphic Novels) • sf@galaxybooks.com.au

QTY:

English

Routledge
28 August 2014

Sales & marketing management; Purchasing & supply management; Sales & marketing; Public relations

The journey to purchase for the family shop or the B2B buyer is impacted by media, advice, packaging and trial.

The sales and marketing challenge is what to say, and where to say it.

Shoppernomics, based on research and case studies from US and UK, examines the path taken by the potential buyer. The authors describe the key drivers and barriers on the journey to purchase. They identify the need to get key messages, key partners and key media all working together, and a framework for success.

The authors challenge the budget split between sales and marketing as possibly the largest barrier to successful shopper marketing and identify core stores and the areas they serve as being equally important targets for investment.

Shoppernomics provides the manual for achieving successful companies serving happy and loyal customers, as the ultimate goal for manufacturers, retailers and brands. It reminds marketers that it is what customers take from their product or service that is important, not what they think they are delivering. It reminds sales people that nothing is more important than matching supply and demand in the eyes of the customer regardless of who actually makes the ultimate sale.

Shoppernomics is designed to deliver fast results for companies prepared to recognise that they are not perfect, and go the extra mile to find out why.

By: Roddy Mullin, Colin Harper
Imprint: Routledge
Country of Publication: United Kingdom
Edition: New edition
Dimensions: Height: 246mm, Width: 174mm,
Weight: 770g
ISBN: 9781472424853
ISBN 10: 1472424859
Pages: 330
Publication Date: 28 August 2014
Audience: Professional and scholarly , College/higher education , Undergraduate , Primary
Format: Hardback
Publisher's Status: Active

Roddy Mullin is both a Chartered Engineer and a Chartered Marketer. Since 1987 he has been in consultancy helping some 300 companies in the UK particularly with marketing. He is a Fellow of the IMechE, CIBSE, CIM and RSA. He is the ex-Senior Warden of the Worshipful Company of Marketors. His Sales Promotion book (updated in September 2014 as Promotional Marketing) is the core text of the Institute of Promotional Marketing Diploma for which he is also an examiner. Colin Harper BSc (Psychology) MA (Marketing) is a member of the Chartered Institute of Marketing, the ex-Director of Insight for the Institute of Promotional Marketing and Director of Insight for The Retail Bulletin. He is also CEO of RetailVitalStatistics.com.

Reviews for Shoppernomics: How to Shorten and Focus the Shoppers' Routes to Purchase

'Mullin and Harper are very experienced directors and have succeeded in capturing their knowledge and expertise in this fascinating book, Shoppernomics: how to shorten and focus the shoppers' routes to purchase. The biggest disservice that 19th-century economists did to mankind was to assert that consumers are rational. The fact is that they remain an enigma and any insights into their behaviour are to be welcomed. I wish I had had this book and its insights and wisdom when I was Marketing Director of a major fast-moving consumer goods company all those years ago. Well done Roddy and Colin. You have made a major contribution with this book.' Malcolm McDonald, Emeritus Professor, Cranfield University School of Management, UK