Book Description
How to unlock the hidden 95% of the customer’s mind that traditional marketing methods have never reached.
Selling Points Practical synthesis of the cognitive sciences: Drawing heavily on psychology, neuroscience, sociology, and linguistics, Zaltman combines academic rigor with real-world results to offer highly accessible insights, based on his years of research and consulting work with large clients like Coca-Cola and Procter & Gamble. An all-new tool kit: Zaltman provides research tools—metaphor elicitation, response latency, and implicit association techniques, to name a few—that will be all-new to marketers and demonstrates how innovators can use these tools to get clues from the subconscious when developing new products and finding new solutions, long before competitors do.
Customer Reviews:
Worst book Ever.......2007-08-10
I dont know if this is a marketing book!!
Too much text for less benefits
Ideas are not integrated with each other specially when connecting science with Marketing
Not too many marketing examples.
Even the examples did not show what where the exact results of the specified theories conducted
At the end of the book he fills it with text about creativity, oh please!!! this is supposed to be a book about marketing and how I am supposed understand customers not how to be creative
One more thing, he argues that products are how they are perceived in the mind of the customer and not what the products are in reality. Well, this is a very old idea, maybe the writer should read books for Al Ries and Jack Trout about Positioning.
Where was the editor?.......2007-07-13
The title holds much promise. The introduction intriguing. Yet as I trudged through this tomb, it finally dawned on me that there is much less here than the first glance promises. Two major problems: 1. The author puts forth a rather simple, yet vague theory of unconscious thinking, then discusses at length the utility of metaphors, but nowhere is the connection made between the two concepts. What is unconscious thinking that metaphors can magically make visible? What proof is there of any connection? This slight of hand left me shaking my head. Where is the model? Where is the empirical evidence? 2. The writing is at times entertaining, but beyond the introduction it is more and more rambling, redundant and scattered. It appears no technical editor was allowed anywhere near this manuscript. bottom line, I know no more about how customers think after reading this book, than I did before. However, I do now know how bad focus groups are (even though the empirical data appears absent.)
Great Insights into the Mind of the Consumer.......2007-05-20
This is perhaps the best text I've read on understanding the mind of the consumer. Zaltman takes potentially complex information and presents it in a form that is relatively easy to digest.
Zaltman explains how new brain science research indicates that the confidence marketers have placed in focus group methodology has been based on a number false assumptions including the following: 1. Consumers think in well-reason, linear ways to evaluate products and services. 2. Consumers can reasonably explain their emotions, feeling, preferences and behaviors - and translate them into words; and 3. Consumers' memories are accurate reflections of their experience.
According to Zaltman, the reality for consumers is really quite different. We live in a world where culture, emotions and desires play a larger role than logical decision-making. We receive and interpret information from the marketplace within a unique context. And, as consumers, much of our thinking takes place on a subconscious level, making it difficult for focus group participants to explain their behaviors. Our memories of what led us to make specific choices are far from perfect. On a conscious level we typically rationalize our decision-making without giving the underlying contextual complexities for our product and service choices.
In summary, Zaltman's text is a great place to learn more about current thinking on the mind of the consumer, the limits of traditional focus groups and some reliable methods for tapping into consumer insights.
Brand, Emotion , Listening , Usefulness.......2007-04-04
1. Rohit Deshpade noted that over 80 percent of all market research serves mainly to reinforce existing conclusions, not to test or develop new possibilities. Managers act as if endorsing current views merits 80 percent of their resources.
2. Recent studies of the effects of brain lesions demonstrate that when neurological structures responsible for either emotion or reasoning sustain damage, the affected individuals lose their ability to make the kinds of sound decisions permitting a normal life.
3. The operation of our memory and emotions occurs below our threshold of awareness. Why do people purchase expensive things? One answer reveals an important feeling relating to self-esteem. Once realized the company strengthens its relationships with the purchasing agents by acknowledging the feeling most closely related to self-esteem during sales calls.
4. The Western view of the mind states the mind does not exist absence the brain, body, and society.
5. Emotion allows the mind to reorganize, innovate, and produce something better and more useful. Memories are metaphors. People generally do not think in words, they think in metaphors. Metaphors help the individual to perceive the world, help to see new connections, and draw meaning from experiences. Without imagination nothing in the world would be meaningful. Without imagination we could not interpret our experiences. Without imagination we could not reason toward knowledge of reality.
6. When customers are exposed to product concepts, company stories, or brand information, they don't passively absorb those messages. Instead, they create their own meaning by mixing information from the company with their own memories, other stimuli present at the moment, and the metaphors that come to mind as they think about the firm's message.
7. Poor quality thinking cannibalizes high-quality thinking. Quality thinking takes time. True understanding takes time.
8. Many consumers view their clothing as a personal container or an extension of the self.
9. Largely ignored, are the Emotional benefits of the product or service. The goal is insightful consumer analysis feed by understanding how consumer mental activity occurs.
10. The more skilled marketers are in listening to customers, the more effective their marketing strategies will be establishing the value of the firm's offerings
11. The more clearly current and potential customers understand the value of the firm's offerings, the larger the top line will be.
12. Skillful listening tells the management team how large a challenge they face, especially in terms of meeting latent needs.
13. Michael Tomasello, states that cognitive skills have been learned fast because of social and cultural transmission.
14. When we encounter new ideas through verbal communication, they root themselves within a preexisting system that gives them relevance. Different cultures emphasize different thoughts.
15. 80 percent of communication occurs non-verbally.
16. Joseph Turner, reason and emotion are not opposites; they are partners who occasionally disagree but depend on one another for success
17. Logical thoughts are much easier to articulate than emotions.
18. Managers who deeply understand their consumers may accurately anticipate their responses to a new product before the firm presents it.
19. Unconsciously a buyer believes that the national brand works better and is therefore better for loved ones (severe sympthoms, self or spouse or child)
20. Fast stimulus to messages occurs when the message is flashed subliminally.
21. People perceive messages transmitted by a baby-faced person as more sincere because they see babies as innocent and honest.
22. The exact same dinner tastes different depending on whether one is dining with a close friend or an unpleasant stranger.
23. The correlation between stated intent and actual behavior is low. 12 percent of the time, customers actually purchases items that they verbal indicated that they would purchase.
24. Customer predispositions create feelings and thoughts toward the brand and unconsciously influence their reaction to the brand.
Does not deliver ..........2007-03-14
In one way I enjoyed reading the book as it pulled together various studies and experiments related to aspects of cognitive psychology and the use of some techniques (e.g. metaphors), but in the end the book simply does not deliver on the title.
For me, the failure of the book is that it does not propose any coherent, overall model of "How Customers Think" (or more importantly ... how purchase decisions are sub-consciously arrived at), just simply some interesting observations on different aspects of thought with little or not integration. I suspect that most people would read the book and think "interesting ... but what the heck do I do now?"
I'm waiting for a better book on the subject to come along ...
Book Description
Contrary to popular belief, most ads are not designed to make consumers want to run out and buy the product. Using examples from popular international campaigns, this book provides insight into the minds of both creators and consumers of advertising. It demonstrates why one brand is more likely to come to mind than another, dispels the myths behind subliminal advertising, reveals the tricks successful advertisers use, and clarifies how and why some messages work and some misfire. Meant as a tool for both advertising personnel and consumers who are concerned with the messages they constantly see, the information presented here explains the tactics that are used to make ads more memorable and exposes what advertisers are really trying to achieve.
Customer Reviews:
Highly recommended .......2006-06-12
The most clearly illustrated book about the once mysterious mechanics behind advertising. I wish I would have read it ten years ago when I joined the ad. industry.
VERY good book.......2005-09-24
and you should read it. it keeps it's promise(advertising and the mind of the consumer:what works what doesn't and why).its all there in the book, explained, with plenty of examples and pretty complete. if you are interested in this field buy this book, and then consider other books if you really want to, but dont miss out on this book.simply a very good book. we should have more books like this.
Advertising a mystery no more!.......2002-12-28
You won't find any glitz or glamour in this book, just very intelligent writing about why advertising really works - and how to create advertising that works.
The wonderful part about this book is that it provides you with the key measures you need to use in seeing whether or not your advertising is/has worked. When clients want to justify their budgets, agencies can now help them do this by translating the results of their creative work into hard numbers.
For anyone serious about knowing how to create great advertising, this is a must read.
Breakthrough thinking.......2002-03-16
I have been consulting in the advertising business and have taught
graduate level advertising courses for over 20 years. I have never found a book that brought so much insight to the advertising issues associated with effective selling. I highly recommend this book to all.
Well Written and Full of insights.......2000-12-11
The book dissects the advertising process and analyzes the different elements that make up the ad.
Backed by years of tracking TV commercials down under, Max Sutherland has first-hand knowledge of what qualities make an ad work and what others make no or a negative difference in the ad's effectiveness.
The book commences with an introduction to advertsing's facts of life and a clarification of what is substantial and what is not in the public's perception of the industry.
It ends with a couple of interesting chapters that introduce the reader to the basic concepts of ad-effectiveness research. All in all, a good and solid book.
It does, however, use brand examples throughout that are known only to Australian readers and primarily discusses broadcast advertising.
Book Description
"I’ve been waiting a long time for someone inside youth marketing to expose the industry for its unethical and manipulative practices. Kidnapped does that and more: The scope of the ground it covers is encyclopedic; it captures the vulnerabilities of each stage of development; and, most important, it empowers parents by offering as many do’s as don’ts. This book is terrific!”
--Barbara F. Meltz, Parenting Columnist, The Boston Globe
Children Are Sitting Ducks in Today’s High-Powered World of Commercialization
According to the American Psychological Association, in 2004 alone young people were targeted with over $12 billion of advertising. Childhood obesity rates are skyrocketing, and children watch close to 1,000 hours of television every year, nearly 70 percent of which has some sort of sexual content. Almost 80 percent of the video games children play promote violence as a form of casual entertainment.
America’s children are under assault, according to Kidnapped: How Irresponsible Marketers Are Stealing the Minds of Your Children, by youth marketing pioneers Daniel S. Acuff, PhD, and Robert H. Reiher, PhD. Readers will learn insights on:
· 12 brain-based learning principles that guide child development
· 15 developmental “blind spots” that make children sitting ducks for advertisers and marketers
· The impact of repeated images of violence, sexuality, and substance abuse
In Kidnapped, parents and educators discover how to recognize and combat unethical practices, while retailers and marketers learn how to provide healthier and more positive products and programs for our nation’s youth.
Customer Reviews:
A Tool for Combating the Commercialization of Childhood.......2006-01-13
Virtually from birth, children are bombarded by manipulative advertising messages, in their home, at school, and on the street. Profit driven - direct target marketing to children has allowed ads to infiltrate almost all aspects of their everyday lives and existence. Marketers have invaded the realm of childhood spending enormous amounts of time and money conducting research on how to most effectively reach young audiences, unrelentingly exploiting our youth. In their book Kidnapped, authors Dan Acuff and Robert Reiher take a unique stance from within the industry questioning some of the manipulative practices that exploit the vulnerabilities of our children and hold accountable those irresponsible marketers whose profit-driven tactics harm the well being & future of our youth.
Drs. Acuff & Reiher offer helpful tools for parents, family, & educators, to combat youth-marketing practices along with offering healthy alternatives towards limiting commercial exposure and marketing influences. However, parents alone cannot combat a multi-billion dollar industry vying for the pockets & brand loyalty of their children - but this book is evidence that from within the industry itself, the unethical practices are starting to come into question - which in turn leaves hope for change.
Help for Parents.......2005-09-28
Someone asked the bank robber, Willie Sutton, why he kept robbing banks. His famous reply was "because that's where the money is." In recent decades marketers have discovered that there is a tremendous amount of money in the child and youth market. Consequently the intensity and sophistication of marketing strategies targeting youth are growing all the time. Dan Acuff and Robert Reiher have amazing insights into this because it is the world they have lived in for many years. They combine expertise in developmental psychology with years of experience advising the top companies in the world to pull back the curtain and expose how irresponsible marketers manipulate kids to buy, buy, buy. But they don't just describe the problem. They provide solutions for parents and guidelines for responsible marketers.
The result is a book that is an enjoyable read and loaded with great "insider" information. I would encourage all parents to read the book and would hope that some marketers would take the advice to heart.
Dealing with unethical marketing to your children.......2005-09-17
There is no shortage of marketers using irresponsible and unethical techniques to make a buck off our children. These people and companies take advantage of the child's age and innocence to mold their minds. The problem is not only that this is unethical but that over time it creates permanent changes in the child and alters their personality as well as their health. The bottom line here is that marketers will always target our children as yet another tool to be used to sell product. As such it is the responsibility of the parents to control the factors that influence their children for good and bad. The authors separate the sections of the book to include what is appropriate for birth to age three, three to seven, eight to twelve, thirteen to fifteen, and sixteen to nineteen. For each of these age groups they cover developmental issues, areas to watch and areas where you can expand their exposure to the world and difficult issues. You may disagree, as I did, with some of the detail but overall it is an insightful and interesting read. Even if you don't agree with all of it you are sure to find the greatest part of Kidnapped highly informative and helpful for raising children. As such it is a recommended read.
Very Informative.......2005-09-17
Books on the welfare of our children are always of interest to me. Those who do not have a voice need others to care and to speak out for them. This is what our authors do in this outstanding work.
What are they fighting for? The minds, the health, the spirit of our beloved children.
They show numerous areas where our child are under assault by Marketers that single them out by way of TV, advertisements and peer pressure for the profit. They discuss the impact that violence has on our children through television and video games and give statistics that are alarming of suicide among our youth.
In this work we are taught how to recognize these assaults and given guidelines that we can implement to safe-guard our children. I think what I liked about this book was that it was not a total bashing of producers of entertainment for our children, but a work that one: shows there is a problem, two: gives solutions for parents and marketers as well that will benefit all.
A very informative and helpful book that would be a worthwhile read for all parents.
ANSWERS AT LAST!.......2005-06-28
Is it possible we can rescue our children from mental and emotional corruption, as well as physical addiction and illness created by ignorant, profit-driven marketing? With KIDNAPPED, the answer is a resounding YES! In user-friendly style, Drs. Acuff and Reiher identify key threats to today's young people. More importantly, they provide pricelessly innovative solutions every parent and marketer can employ.
Thankfully, there actually are ways marketers can make handsome profit while at the same time contributing to nurturing our children's mental and physical welfare. It's up to each of us to make sure this happens. Our future and the future of our children make KIDNAPPED a must read for everyone!
Rama Fox, M.A.
Book Description
It’s no secret that toy and media corporations manipulate the insecurities of parents to move their products, but Buy, Buy Baby unveils the chilling fact that these corporations are using— and often funding—the latest research in child development in order to sell things directly to babies and toddlers. Thomas offers other, perhaps even more unnerving epiphanies: the lack of evidence that “educational” shows and toys provide any educational benefit at all for young children; and the growing evidence that some of these products actually impair early development, and could harm our kids socially and cognitively for life. Underlying these revelations is a dangerous economic and cultural shift: our kids are becoming consumers at alarmingly young ages and suffering all the ills that rampant materialism used to visit only on adults—from anxiety to hyper-competitiveness to depression. Thomas blends prodigious reportage with an empathetic voice. Her two daughters were toddlers while she wrote this book, and she never loses sight of the temporal and emotional challenges that parents face.
Customer Reviews:
Something to think about - hard.......2007-09-10
If I had a lot of money, I would give this book to all my friends who have young children or are about to have children. If you have ever suspected that something is deeply wrong with our consumer/TV culture - especially where our children are concerned, this helps you put a definite finger on it. We and our children are being manipulated and harmed by money grubbing companies who hide behind "learning" as a way to rake in the cash. They both incite and take advantage of parents' concerns that they are simply not doing enough for their children and that they can somehow boost their children's IQs/talents by putting them in front of gadgets and videos. Some of the questions and research findings presented in the book have recently been supported by a U of W study showing that videos such as Baby Einstein are not helpful for infants and may even delay language development. The marketing profiles of the different kinds of moms out there, depending on their age and income/education level, are spooky. Marketers and the companies they work for know all about you and what makes you tick and spend. Some people call this free-enterprise, but some of the marketing and R&D you will read about in this book are completely unethical and some are really asking for a class action lawsuit. Squash consumer culture. Turn that TV off and talk to your baby, go take a walk, go to the park,...
Read this before you buy kids anything, especially 0-3 year olds!.......2007-08-26
I wish everyone who is planning to heap junk, I mean, presents on my children would read this book! I learned so much and I really enjoyed what a good writer the author is. It was like reading some of the very best feature articles in Newsweek. She provided very eye opening statistics about the incredible commerical success of baby products and contrasted it with the scientific knowledge that exists for how unlikely most of these products are to help children's thinking abilities develop. I am especially glad for the gathering of evidence for how TV/DVD viewing negatively affects very young children, a slap in the face to the juggernaut industry that now exists to crank out such product. Other parts of the book include relevant interviews, realistic offerings for how to live and cope with the information, and interesting information about how marketers view Generation X parents so that those of us who are that market can avoid traps! I wouldn't say that was necessarily the author's agenda - but it is mine and I think this book has helped with that!
teachers of young children are grateful to you!.......2007-05-24
As a pre-school teacher, i would recommend that my families and colleagues read this book asap.
It not only affirms what early childhood eduactors have suspected for a long time, it supports parents and caregivers in questioning and re-evaluating their assumptions about what young children need in order to thrive.
without judging. thomas is a parent herself, and she makes it clear that she is in no way above the fold of parents who are confused, manipulated and pressured by consumer culture. except thomas decided to stop and take a good look at what has, until now, gone unscrutinized: consumer culture's place in the lives of very young children and the often times cynical and exploitative role corporations play in impacting those crucial first three years in children's lives. thankfully thomas' investigative reporting is spiced with wit, humor and personal anecdotes. so this is a fun read as well as a highly informative one!
A Great Read.......2007-05-15
"Buy, Buy Baby" reads like a good detective novel. The author uncovers the facts and presents them in a clear and thoughtful manner. She never judges how parents raise their children. Every parent should read this book.
The book really hit home for me when Thomas recalled a marketing exec's reply to a question about whether or not it might be disconcerting for a child to hear its disembodied mother's voice in a toy. "I guess we have to say that we put the mother's voice in because the research said that babies' and toddlers' social interaction with mother enhances learning."
Well thank god for the research! I laughed so hard I blew cold coffee out my nose. Idiots! How much did they pay for that bit of information? Have these marketers ever spent time with babies? I was ready to brush the whole thing off as silly marketing speak but as I read the rest of the book I became more and more disturbed. That corporations market their products to babies and toddlers is reprehensible but until laws are past to protect children between the ages of 0 and 3, marketers will continue to exploit them. Research lets them do that job well.
Parents, me included, are not prepared to deal with the psycho-emotional manipulation that this 20 billion dollar a year industry produces. With other products, if I succumb to marketing, it's me that looks silly in the too tight pair of jeans. But this is different. When parents succumb to toy marketing it's their babies sitting in front of the TV watching videos. Before reading this book, I thought that babies watching TV was no big deal. Before reading Fast Food Nation, I thought eating a couple Big Macs was no big deal. I've changed my mind.
"Buy Buy Baby" is Two Books in One.......2007-05-14
Thomas's "Buy Buy Baby" is two books for the price of one.
The first book shows how toy manufacturers, educational publishers, and TV studios are making toddlers brand-conscious at very early ages. Almost immediately, brand-consciousness translates into desire for branded products that people a toddler's world at the supermarket, in the public library and the preschool. and at home. What parent is strong enough to deny his or her toddler a Disney product or a PlaySchool educational toy?
The second book is a thoughtful look at the impact of this commercial onslaught on very young minds. Thomas describes current research showing that Baby Einstein and other "educate-my-toddler" videos scramble rather than clarify the way toddlers process information. Toddlers respond to love and attention from real people, not from toys with flashing lights or CD's whose visual images may fascinate but at the same time may slow development.
Thomas admits to being a busy, stressed parent herself who must stretch to find enough time to play with her two daughters. So she makes play count, letting her little girls develop their imaginations, invent games, and just have fun. Technically-advanced toys and beguiling videos appear to have only a small place in the Thomas home.
Buy Buy Baby is an eye-opener. Parents and grandparents should read its ageless message: commercial products that impinge on the toddler world are more of a burden than a benefit during the first three years of life. In no way do they substitute for intimate parent-child relationships.
Book Description
Tweens (8- to 14-year-olds) comprise a new type of audience. An increasingly powerful and smart consumer group, they spent US$300 billion but influenced an astounding US$1.88 trillion spent across the globe last year. They are different from previous generations in every way. They are more likely to have a friend on the other side of the world than in their own street, they think the TV remote is broken when they can't find the cursor on the screen, they drop from existence when the battery in their cell phone is flat, and they know current brand images better than any advertising expert.
Based on the world's most extensive study of tween attitudes and behaviors ever conducted, 'BRANDChild' is the first book to look in-depth at the phenomena behind global kids and their relationships with brands. Conducted by Millward Brown, the leading global market research agency, the BRANDchild survey involved several thousand kids from more than 70 cities in 15 countries (throughout Europe, Asia, the United States and South America). Several renowned experts including best-selling author Patricia B. Seybold ('Customers.com') share their unique views on kids' trends and fascinating marketing techniques.
'BRANDChild' summarizes this research, as well as decades of experience from a variety of other sources on how to market to kids. It looks at their life priorities, hopes and dreams and reveals the true drivers of kids' trends by analyzing teen-minority groups, communities and clubs.
Packed with practical advice on how to create kids' brands, including more than 50 previously unpublished case studies, 'BRANDchild' proposes new innovative ways of marketing to this young audience. It is required reading for anyone wanting a fresh insight into this increasingly influential and demanding consumer group.
Customer Reviews:
Inspiring!.......2004-08-28
This book is inspired. And it's not just for 'ad-folk', but anyone who appreciates how much influence kids has on the future of branding. The message in BRANDchild is super-powerful. Just see how beautifully the examples in this book elucidate the idea, taking it beyond ideology to reality backed by tons of data and research. If you want a how-to manual on the future of kid's communication, you've found it. If you're anywhere near business, you'd better wake up and listen to Lindstrom's advice in BRANDchild.
Fascinating Study -- A Must Read.......2004-08-26
Martin Lindstrom is the new, young, energetic marketing guru that the world has been waiting for. Fabulous information. Infectious energy. Saw him recently on Bloomberg Television -- he looks like a kid himself but has thoughtfulness and brillliance way beyond his years. Can't wait to see what he comes up with next.
Packed with Knowledge!.......2004-05-19
This is an excellent book about marketing to children. Based on extensive research into the attitudes, perceptions, emotions and preferences of children around the world, it tells you in no uncertain terms how to target one of the biggest and most influential consumer populations on earth. Children between the ages of 8 and 14, dubbed "tweens" ("tweenagers") by the authors, are a curious group. They are also a lonely, insecure group with an engaging mix of naiveté and sophistication. Devilishly hard to capture, they are a rich economic prize, controlling an enormous amount of money of their own, and strongly influencing their families' purchases, even of major appliances. This book shows you what matters to these kids and what false notes to avoid if you want to tap into their buying power. We acknowledge that some readers may be uncomfortable with such tactics as setting up a web site that pretends to belong to a friendly child in order to attract kids and start buzz about some brand, but the book's reporting is accurate, practical and forward looking, for good or ill.
Great Book!.......2003-06-19
Martin Lindstrom does a great job letting the reader know that the root of success when communicating with kids is understanding kids, their lives, dreams and hopes. He not only analyzes data from 7 countries, but includes his own experiences with working with kids and with kids related brands. He is able to get his point across without being boring, looking at the subject form different angles.
I also checked out the MartinLindstrom.com site. I think it is a great site, with tons of brand info related to kids and general brand trends. Well done!
The Secret Seapon.......2003-04-26
This book is the secret weapon for anyone who markets to kids or wants to. Lindstrom manages to make the subject entertaining and engaging while teaching you a pile of indispensible techniques to capture a kid's heart.
Not only does the book teach you how to market products better, it gets you thinking different. Suddenly, you're developing products and strategies with kids in mind, and you understand why certain products are big hits with kids.
Another funny thing about this book...it helps you to understand kids better. For readers with their own kids, this could be the greates value of all.
Book Description
* A unique exploration of children's relationships with consumer brands
Customer Reviews:
Compelling, Fascinating information from solid research.......2006-05-10
Written from the results of a year-long global research study conducted by the brand research firm Milward Brown, this book is rich with information about how children perceive brands, react to marketing, and decide to spend their considerable financial buying power. The study targeted "tweens", children in the 8-14 age group, who have become a global consumer group, through the internet and other technologies.
This book is a must read for anyone marketing to children and it will be as fascinating for parents as for marketers. Much of the information here will be slightly disturbing for adults, and the cold clarity of the author's advice on marketing to tweens will strike some as nothing less than Machiavellian. Consider, for instance, the proven strategy of creating a false website for a `friendly' kid where the marketers feed positive information about their brands to other children. However, marketers would be foolish not to understand that tweens are likely the most marketing and media savvy consumer group on the planet (exposed to 40,000 commercials per year)...and mastering peer-to-peer marketing is not only the most effective, but probably the ONLY effective way to reach them.
The information here about the psychology of tweens relative to brands is just as fascinating. Half of them have experienced the divorce of their parents, or watched their parents face corporate downsizing and uncertainty. They are a hardened group that craves stability and love and above all, control. The uncertainties of their lives makes fear the primary motivator in purchasing decisions.
Average customer rating:
- Nothing earthshattering. Could've been said in one chapter.
- Listen to your customer! Is this the "radical" new approach?
- Brilliant Insights to Parties within Demand Chain
- Enlightening Read into the Retail Industry!
- To all of those who paid full price at the bookstore
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From Mind to Market: Reinventing the Retail Supply Chain
Roger D. Blackwell
Manufacturer: Collins
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ASIN: 0887308333
Release Date: 1997-10-21 |
Amazon.com
Roger D. Blackwell, an Ohio State University marketing professor and Fortune 500 consultant, believes that nothing short of a "radical reinvention of retail" will suffice in the hypercompetitive marketplace expected in the future. From Mind to Market: Reinventing the Retail Supply Chain is his prescription for 21st-century success. His strategy involves getting into the heads of consumers, accurately anticipating their needs, and then quickly meeting them with effectively developed products and services. Blackwell illustrates his points with examples from companies that already employ such practices, including Kinko's, The Limited, and Banc One Corporation.
Book Description
"Anyone in business today who hopes to be in business tomorrow needs to understand the rules of the new marketplace," says Roger Blackwell, one of the most sought-after authorities on consumer behavior and marketing. The traditional approach to retailing, beginning at the point of manufacture and ending with the sale to the consumer, is out of date and unrealistic. "In an ultracompetitive marketplace, manufacturers can no longer dictate what consumers will buy. The savvy consumer is more educated than ever as to what he or she wants and where to get it at the best price. Using this information to develop the products consumers are looking for is demand-chain management."
Featuring visionary companies like Wal-Mart, AT&T and Kinko's, whose leadership as demand-chain managers is helping them to create the marketplace of the 21st-century, Blackwell illustrates the cutting-edge concept of demand-chain management and its role in revolutionizing retailing in the new millennium.
Customer Reviews:
Nothing earthshattering. Could've been said in one chapter........2001-01-29
Somewhat disappointing read in that there really wasn't any synopsis at the end of the book to bring all of the cases in point and related ideas together to make a coherent "call to action." While the information presented is interesting, educational, and valuable, the concept of "demand chain management" is not all that radical. The fact the more companies do not engage in the practice is what's really radical! There is no excuse for not conducting rigorous market research and analysis and gaining an intimate understanding of the customer base being served (or disserved in some cases). Mr. Blackwell's information could have been summed up in a 15 page article in a respectable journal. There was no need to produce an entire book on this.
Listen to your customer! Is this the "radical" new approach?.......2000-09-25
There is nothing radical, or ground-breaking in this book. Contrary to what the cover or any of the previous comments may imply.. The basic (and almost the only) point is that "one should always listen to the customer," which is nice but not new or radical. No matter how hard you look, you will not be able to find any more "ideas" on retail marketing beyond this basic point.
Chapter 6 (Shifting Functions among Supply-Chain Players) has a very timely topic, however the content is extremely poor. Short of examples, Professor takes on the universities as inefficient supply-chain members.
Apart from being disappointed by the conceptual content of the book, I also feel fooled by the "real world" examples generously sprinkled throughout the text. In none of these examples, there is enough relevant knowledge to be able to say (at least roughly) this is how they did it. In fact, most of the descriptions of real-world practices are full with irrelevant knowledge with only one discernable purpose: To advertise a bunch of companies under the disguise of a serious book. That maybe why there are so many of those success (!) stories.
So, this book itself is an example of setting up too high and inaccurate expectations on the mind of consumers, and failing badly to abide by the implicit contract created by those expectations. It is a huge marketing mistake!
Finally, I must also mention that my faith in Customer Reviews has weakened tremendously. I simply cannot believe this repetitive dribble got all 5's!
(PS. Don't be fooled by its curious, nicely designed cover. It reflects a pathetic "brave new world" vision of marketing: People barcoded for collecting consumption information.)
Brilliant Insights to Parties within Demand Chain.......1999-07-22
This book shows a lot of cases quoted from customer-centric winning retailers. These are very realistic and helpful information to the parties related to supply chain. The expression by "Do the right things right" means the desired and normal management style. However a lot of companies are difficult to do so. "From Mind to Market " leader challenges to do so. This is a major key success factor. Finally, the case of Manco moved me too much. Because their customer services are not to be assumed cost center, but to be invested proactively. This is extremely excellent concept. Most of the companies don't think it right.
Enlightening Read into the Retail Industry!.......1998-11-20
This has been a most gratifying read...only just finished reading all the valuable insights into how retailers have been reinventing themselves in the tight marketplaces and carved strong niches for themselves with the detailed database knowledge accrued from their existing and would-be customers. Amazing the lengths to which companies, especially the SMEs, go to garner a strong fellowship of loyal customer base.
To all of those who paid full price at the bookstore.......1998-11-06
I am a student taking Dr. Blackwell's marketing 650 at OSU fall 98. (GO BUCKS) The book is really well written and is full of interesting and informative information -- I just wish he would have told all of us about Amazon.com at the start of the class so we could have saved 1/3 off the inflated OSU bookstore price!
Average customer rating:
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Pocketbook Power: How to Reach the Hearts and Minds of Today's Most Coveted Consumers
Bernice Kanner
Manufacturer: McGraw-Hill
ProductGroup: Book
Binding: Paperback
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Advertising
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Consumer Behavior
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ASIN: 007146218X |
Book Description
"The serpent in the Garden of Eden knew it first. Marketers caught on centuries later. Women are the ones to reach."--Bernice Kanner
- Women control 88 percent of all purchases
- Women handle 75 percent of family finances
- 43 percent of those with assets over $500,000 are women
- One out of every 11 women in America owns a business
Women influence two-thirds of the 3 trillion dollars spent in the United States each year
Pocketbook Power reveals how female spending power has radically transformed the face of advertising and marketing over the past several decades, combining demographic and statistical information with eye-opening "tales from the trenches." Industry sector by industry sector, Kanner describes successful approaches that have been used to reach the lucrative female buyer--as well as the tactics to avoid.
Complete with expert advice on branding, subliminal advertising, and future trends, Pocketbook Power is a must-read for advertising and marketing professionals who are determined to reach the hearts, minds--and ultimately, the wallets--of today's most coveted consumers.
Product Description
Strategies of Successful Advertisers is an authoritative, incisive collection of insider perspectives on the dynamic and innovative forefront of the advertising industry. Featuring top CEOs and company directors, all representing some of the nation s leading advertising agencies, this book highlights fundamental strategies for successful leadership in the advertising world. The authors candidly discuss market strategies, client service, staffing challenges, global advertising, and consumer culture, distinctly noting how to manage these aspects in the right way in order to achieve success in the industry. Defining tactics that have been imperative to their own accomplishments and daily practice and drawing from actual experiences, these leading executives also share their insight and practical guidance on tracking current market trends, increasing revenue, running ad campaigns, managing a creative team, and leveraging current technologies as market strategy. The different niches presented and the breadth of perspectives represented by these outstanding authors enable readers to get inside some of the great innovative minds of today, as experts offer their thoughts on the keys to successfully leading an advertising agency.
Books:
- How to Become a Rainmaker: The Rules for Getting and Keeping Customers and Clients
- How to Win Friends & Influence People
- John Douglas's Guide to the California Police Officer Exam (Kaplan)
- Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management
- Made to Stick: Why Some Ideas Survive and Others Die
- Marketing: An Introduction
- Marketing Channels (7th Edition) (Prentice Hall International Series in Marketing)
- Marketing Engineering: Computer-Assisted Marketing Analysis and Planning (2nd Edition)
- Marketing w/ PowerWeb (Mcgraw Hill/Irwin Series in Marketing)
- Marketing Your Clinical Practice: Ethically, Effectively, Economically
Books Index
Books Home
Recommended Books
- The Paper Office, Third Edition: Forms, Guidelines, and Resources to Make Your Practice Work Ethical
- Let's Nosh
- American Hardcore: A Tribal History
- Batman & Superman: World's Finest
- Fish! Tales: Real-Life Stories to Help You Transform Your Workplace and Your Life
- Lincoln's Sword: The Presidency and the Power of Words
- History: Fiction or Science
- Weak Convergence of Financial Markets
- Childbearing Trends and Prospects in Low-Fertility Countries: A Cohort Analysis
- Cavalry Manual of Horsemanship & Horsemastership
Why We Buy: The Science Of Shopping
Emotional Branding: The New Paradigm for Connecting Brands to People
Priceless: Turning Ordinary Products into Extraordinary Experiences
BRAND sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound
Call of the Mall : The Geography of Shopping by the Author of Why We Buy
