What is included with this book?
Most businesspeople are well aware that marketing has changed dramatically in recent years. For many, this shift is mainly about different ways to market—through social media, online engagement, and so on. But beyond the new tools available to businesses today, there have also been sweeping changes to how consumers behave in the retail environment, and what underlies our decisions as consumers. How can marketers understand—and profit from—these shifts in how we buy?
DECODING THE CONSUMER MIND provides retail marketers with an action plan based on new psychological insights about how, when and why today’s radically different consumer shops and buys. A trifecta of socio-cultural trends has forever altered the psyche of the American consumer—and understanding these 3 significant shifts is critical for any marketer to understand. Based on her extensive research, consumer expert Kit Yarrow classifies the changes as follow: