Horizon Information Portal

e-branch

Home

My Account/Renew Loans

Find Magazine Articles & more

The shopper economy : the new way to achieve marketplace success by turning behavior into currency / Liz Crawford.

by Crawford, Liz.

View full image

McGraw-Hill, c2012.

Consumer behavior.

Customer loyalty.

Internet marketing.

Success in business.

xx, 250 p. : ill. ; 24 cm.

Includes bibliographical references (p. 231-238) and index.

"Consumers today are armed with a wealth of content--price comparisons, reviews, and even online inventory data--and this is good news for marketers, because these tools empower consumers, making them into shoppers who are more willing than ever to interact with your brand . . . but for a price. The value of these shoppers' attention is soaring, and The Shopper Economy gives you the framework for capturing and monetizing this valuable commodity. Liz Crawford, a leading marketing innovator and consumer behavior analyst, gives a fast-paced and comprehensive look at how the unprecedented availability of information is a boon to brands, because it lets shoppers perform the labor of marketing when they watch and share ads, recommend products, and interact with brands and each other. Crawford presents interviews with marketers and shoppers, and case studies of how brands like 7-Eleven, Carnival Cruises, and Kia are using Shopkick, foursquare, and other platforms to stay ahead of accelerating changes in consumer empowerment by encouraging and rewarding everyday activities--entering a store, messaging, recommending, 'Liking,' playing, and more."--Jacket.

Horizon Information Portal 3.24_8902M

© 2001-2013 SirsiDynix All rights reserved.

Horizon Information Portal