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Title: Shopportunity!
Subtitle: How to Be a Retail Revolutionary
Author: Kate Newlin
Narrator: Kimberly Schraf
Format: Unabridged
Length: 7 hrs and 49 mins
Language: English
Release date: 10-04-06
Publisher: HarperAudio
Ratings: 3 of 5 out of 17 votes
Genres: Business, Commerce & Economy
Publisher's Summary:
In Shopportunity!, highly respected business strategist Kate Newlin provides an insider's view of how consumers' needs and wants are researched, identified, and responded to at the manufacturing and marketing level of companies, and then systematically ignored by those same manufacturers and their retailers when it comes time to bring brands to market. Indeed, she demonstrates how one generation of marketers has addicted three generations of consumers to the heroin of price promotion and what it means to our waistlines, credit ratings, and life experience. From Wal-Mart to Shop-Rite to CVS and Home Shopping Network, Newlin will reveal what the world's leading brands really know about us and how they ultimately sell the products we buy.
Drawing on powerful reporting and her three decades as an insider, Newlin traces the tragic arc of the great freefall between what consumers want of their brand choices, what brands are able to deliver, and the torture retailers put consumers through in order to acquire the transformational promise of the brands. Her critique culminates in a shopper's bill of rights that lays out 10 principles of consumer transformation that should liberate shoppers, as well as the manufacturers and channels that serve them, from the tyranny of the cheap.
Critic Reviews:
"Useful insights." (Publishers Weekly)
