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Being the Shopper: Understanding the Buyer's Choice

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Being the Shopper: Understanding the Buyer's Choice Cover

 

Synopses & Reviews

Publisher Comments:

Take a Tour Through the Mind of a Shopper

"What’s my test of a book I’ve been asked to review? Pure selfishness. How intense are the underlinings? How many quotes can I add to my presentations? How often are the things I believe ‘for sure’ effectively challenged? Phil Lempert’s Being the Shopper is off the charts on all three counts. And not-so-incidentally, though Phil is a ‘supermarket guru,’ this book will inform anyone who markets anything."

–– Tom Peters, coauthor, In Search of Excellence

"Being the Shopper is gourmet reading . . . a delicious and healthy resource for the smart shopper and forward-thinking marketer. Set your taste buds for Lempert’s cutting-edge insights and pragmatic advice on the one experience we all share!"

–– Chip Bell, author, Customer Love and Customers as Partners

"Phil Lempert convinces me I’m something called a consumer. It seems I’m obtuse, savvy, sensual, and picky–– and that my dynamics and demographics are constantly changing. So if you want me to buy something, you ought to try and understand me. reading Being the Shopper seems (to me) a real good place to start."

–– Barry Gibbons, former Chairman/CEO of Burger King

author and entrepreneur

"Rarely do you come across a book that’s as meaningful to students and 25-year marketers alike. Being the Shopper delivers to both audiences by enlightening the reader on how to approach critical issues if you want to succeed in today’s incredibly demanding environment. It’s easy to talk about listening to the voice of your customer, but Mr. Lempert provides a refreshing guide as to how you really can do it."

–– Brian Perkins, Worldwide Chairman, Consumer Pharmaceuticals and Nutritionals Group, Johnson & Johnson

"Is there anything more American than choice? We expect it, we demand it, we revel in it. Phil Lempert understands what your customers really want, and how you can help them find it."

–– Steve Rivkin, President, Rivkin & Associates

coauthor, IdeaWise and Differentiate or Die

Book News Annotation:

Drawing on years of interviewing consumers, the food trends correspondent for the Today television show shares methods for companies seeking to define and meet consumer desires and truthfully market health claims. Includes a 20th-century supermarket events timeline. Some references are noted in the text.
Annotation c. Book News, Inc., Portland, OR (booknews.com)

Synopsis:

Take a Tour Through the Mind of a Shopper

"What's my test of a book I've been asked to review? Pure selfishness. How intense are the underlinings? How many quotes can I add to my presentations? How often are the things I believe 'for sure' effectively challenged? Phil Lempert's Being the Shopper is off the charts on all three counts. And not-so-incidentally, though Phil is a 'supermarket guru,' this book will inform anyone who markets anything."
--Tom Peters, coauthor, In Search of Excellence

"Being the Shopper is gourmet reading . . . a delicious and healthy resource for the smart shopper and forward-thinking marketer. Set your taste buds for Lempert's cutting-edge insights and pragmatic advice on the one experience we all share!"
--Chip Bell, author, Customer Love and Customers as Partners

"Phil Lempert convinces me I'm something called a consumer. It seems I'm obtuse, savvy, sensual, and picky-- and that my dynamics and demographics are constantly changing. So if you want me to buy something, you ought to try and understand me. reading Being the Shopper seems (to me) a real good place to start."
--Barry Gibbons, former Chairman/CEO of Burger King
author and entrepreneur

"Rarely do you come across a book that's as meaningful to students and 25-year marketers alike. Being the Shopper delivers to both audiences by enlightening the reader on how to approach critical issues if you want to succeed in today's incredibly demanding environment. It's easy to talk about listening to the voice of your customer, but Mr. Lempert provides a refreshing guide as to how you really can do it."
--Brian Perkins, Worldwide Chairman, Consumer Pharmaceuticals and Nutritionals Group, Johnson & Johnson

"Is there anything more American than choice? We expect it, we demand it, we revel in it. Phil Lempert understands what your customers really want, and how you can help them find it."
--Steve Rivkin, President, Rivkin & Associates
coauthor, IdeaWise and Differentiate or Die

Synopsis:

Take a Tour Through the Mind of a Shopper

"What's my test of a book I've been asked to review? Pure selfishness. How intense are the underlinings? How many quotes can I add to my presentations? How often are the things I believe 'for sure' effectively challenged? Phil Lempert's Being the Shopper is off the charts on all three counts. And not-so-incidentally, though Phil is a 'supermarket guru,' this book will inform anyone who markets anything."

-- Tom Peters, coauthor, In Search of Excellence

"Being the Shopper is gourmet reading . . . a delicious and healthy resource for the smart shopper and forward-thinking marketer. Set your taste buds for Lempert's cutting-edge insights and pragmatic advice on the one experience we all share!"

-- Chip Bell, author, Customer Love and Customers as Partners

"Phil Lempert convinces me I'm something called a consumer. It seems I'm obtuse, savvy, sensual, and picky-- and that my dynamics and demographics are constantly changing. So if you want me to buy something, you ought to try and understand me. reading Being the Shopper seems (to me) a real good place to start."

-- Barry Gibbons, former Chairman/CEO of Burger King

author and entrepreneur

"Rarely do you come across a book that's as meaningful to students and 25-year marketers alike. Being the Shopper delivers to both audiences by enlightening the reader on how to approach critical issues if you want to succeed in today's incredibly demanding environment. It's easy to talk about listening to the voice of your customer, but Mr. Lempert provides a refreshing guide as to how you really can do it."

-- Brian Perkins, Worldwide Chairman, Consumer Pharmaceuticals and Nutritionals Group, Johnson & Johnson

"Is there anything more American than choice? We expect it, we demand it, we revel in it. Phil Lempert understands what your customers really want, and how you can help them find it."

-- Steve Rivkin, President, Rivkin & Associates

coauthor, IdeaWise and Differentiate or Die

About the Author

PHIL LEMPERT has gained wide acclaim for his marketing savvy and broad experience in the food and marketing worlds. A distinguished speaker, he has addressed more than 600,000 people in the past decade alone. Known as the Supermarket Guru, he is widely respected for his ability to predict and analyze trends. He is the food editor and correspondent for NBC News's Today show, host of the nationally syndicated radio show "Shopping Smart," and a correspondent for BBC Radio 5 Live and Public Radio's KCRW-FM. Lempert has been a columnist for the Chicago Tribune and the Los Angeles Times and is currently the editor of The Lempert Report and Supermarketguru.com, one of the leading Internet resources for food, health, and trend information.

Table of Contents

Introduction: Why "Being the Shopper" Is So Important.

The Consumer Today.

PART ONE: THE SHOPPER.

Selling in a Diverse Economy.

The Shopping Experience.

Defining and Meeting Your Shoppers' Priorities and Needs.

PART TWO: THE SHOPPING EXPERIENCE.

e-Revolution Becomes e-Evolution.

Identifying Your Shopper.

What Do You Do after They Buy?

Is Your Message Getting Through?

PART THREE: BRANDING TO THE SHOPPER.

Forget the 4Ps!

Getting Value to Shoppers.

Putting Nature's Gifts to Work.

PART FOUR: SHOPPERS' SENSE-ABILITIES.

What Your Shopper's Nose Knows.

What Your Shopper's Eyes See.

Lights, Music...Action.

PART FIVE: HEALTHY MARKETING.

Diet for Health or Diet for Appearance?

The Dos and Don'ts of Marketing Health Claims.

Conclusion: A Marketing Philosophy to Share.

A Marketing Time Line of Key Supermarket Events in the Twentienth Century.

Acknowledgments.

About the Author.

Index.

Product Details

ISBN:
9780471151357
Subtitle:
Understanding the Buyer's Choice
Author:
Lempert, Phil
Publisher:
Wiley
Location:
New York
Subject:
Marketing - General
Subject:
Marketing
Subject:
Advertising & Promotion
Subject:
Consumer behavior
Subject:
Marketing - Research
Subject:
Consumption
Subject:
Consumer Behavior - General
Subject:
Consumption (economics)
Subject:
Business;Marketing
Copyright:
Series Volume:
v. 3
Publication Date:
June 2002
Binding:
Electronic book text in proprietary or open standard format
Grade Level:
General/trade
Language:
English
Illustrations:
Yes
Pages:
245
Dimensions:
9.34x6.22x.92 in. 1.14 lbs.

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Related Subjects

Business » Advertising
Business » General
Business » Management
Business » Marketing
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Cooking and Food » Reference and Etiquette » General
Science and Mathematics » Environmental Studies » Environment
Science and Mathematics » Mathematics » General

Being the Shopper: Understanding the Buyer's Choice Used Hardcover
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$1.50 In Stock
Product details 245 pages John Wiley & Sons - English 9780471151357 Reviews:
"Synopsis" by , Take a Tour Through the Mind of a Shopper

"What's my test of a book I've been asked to review? Pure selfishness. How intense are the underlinings? How many quotes can I add to my presentations? How often are the things I believe 'for sure' effectively challenged? Phil Lempert's Being the Shopper is off the charts on all three counts. And not-so-incidentally, though Phil is a 'supermarket guru,' this book will inform anyone who markets anything."
--Tom Peters, coauthor, In Search of Excellence

"Being the Shopper is gourmet reading . . . a delicious and healthy resource for the smart shopper and forward-thinking marketer. Set your taste buds for Lempert's cutting-edge insights and pragmatic advice on the one experience we all share!"
--Chip Bell, author, Customer Love and Customers as Partners

"Phil Lempert convinces me I'm something called a consumer. It seems I'm obtuse, savvy, sensual, and picky-- and that my dynamics and demographics are constantly changing. So if you want me to buy something, you ought to try and understand me. reading Being the Shopper seems (to me) a real good place to start."
--Barry Gibbons, former Chairman/CEO of Burger King
author and entrepreneur

"Rarely do you come across a book that's as meaningful to students and 25-year marketers alike. Being the Shopper delivers to both audiences by enlightening the reader on how to approach critical issues if you want to succeed in today's incredibly demanding environment. It's easy to talk about listening to the voice of your customer, but Mr. Lempert provides a refreshing guide as to how you really can do it."
--Brian Perkins, Worldwide Chairman, Consumer Pharmaceuticals and Nutritionals Group, Johnson & Johnson

"Is there anything more American than choice? We expect it, we demand it, we revel in it. Phil Lempert understands what your customers really want, and how you can help them find it."
--Steve Rivkin, President, Rivkin & Associates
coauthor, IdeaWise and Differentiate or Die
"Synopsis" by , Take a Tour Through the Mind of a Shopper

"What's my test of a book I've been asked to review? Pure selfishness. How intense are the underlinings? How many quotes can I add to my presentations? How often are the things I believe 'for sure' effectively challenged? Phil Lempert's Being the Shopper is off the charts on all three counts. And not-so-incidentally, though Phil is a 'supermarket guru,' this book will inform anyone who markets anything."

-- Tom Peters, coauthor, In Search of Excellence

"Being the Shopper is gourmet reading . . . a delicious and healthy resource for the smart shopper and forward-thinking marketer. Set your taste buds for Lempert's cutting-edge insights and pragmatic advice on the one experience we all share!"

-- Chip Bell, author, Customer Love and Customers as Partners

"Phil Lempert convinces me I'm something called a consumer. It seems I'm obtuse, savvy, sensual, and picky-- and that my dynamics and demographics are constantly changing. So if you want me to buy something, you ought to try and understand me. reading Being the Shopper seems (to me) a real good place to start."

-- Barry Gibbons, former Chairman/CEO of Burger King

author and entrepreneur

"Rarely do you come across a book that's as meaningful to students and 25-year marketers alike. Being the Shopper delivers to both audiences by enlightening the reader on how to approach critical issues if you want to succeed in today's incredibly demanding environment. It's easy to talk about listening to the voice of your customer, but Mr. Lempert provides a refreshing guide as to how you really can do it."

-- Brian Perkins, Worldwide Chairman, Consumer Pharmaceuticals and Nutritionals Group, Johnson & Johnson

"Is there anything more American than choice? We expect it, we demand it, we revel in it. Phil Lempert understands what your customers really want, and how you can help them find it."

-- Steve Rivkin, President, Rivkin & Associates

coauthor, IdeaWise and Differentiate or Die

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