When I found this book online and read its description, I chose to purchase it right away. I finished reading it cover-to-cover in less than a week and found it hard to put down. The authors did a superb job of researching and synthesizing retail with consumer behavior in social media, the new era of digital relationships, and the use of mobile and online technologies.
I was impressed with the quality of research data and real-world examples of how top brands are harnessing the power of the social media revolution from both the business and technological perspectives. They hit the nail on the head in finding balance between business application and technology relevance. In my opinion, that's what makes their book such an incredible read. No matter what your role is in a company, this book will be a tremendous resource in gaining knowledge and understanding of how retailers are using social media and relating with the new digital, mobile consumer.
I highly recommend this book to individuals who work for a retailer, work for companies that provide products and services to retailers, and anyone who wishes to read "the movie trailer" of what's to come in the digital retail revolution.
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Branded!: How Retailers Engage Consumers with Social Media and Mobility (Wiley & SAS Business Series) ハードカバー – 2010/10/19
英語版
Bernie Brennan
(著),
Lori Schafer
(著)
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購入オプションとあわせ買い
Written through the eyes of retail and technology executives, Branded! explores retailers who are successfully implementing social media and mobility strategies.
Market-leading retailers are engaging technology-savvy customers though social media and mobility. Branded! reveals how these digital communication channels are an extension of a retailer's culture and strategy resulting in building brand equity. Comprehensive reviews of Starbucks, Zappos, Wet Seal, Macy's, 1-800-Flowers.com, JCPenney, Pizza Hut and Best Buy are featured. Branded!:
Market-leading retailers are engaging technology-savvy customers though social media and mobility. Branded! reveals how these digital communication channels are an extension of a retailer's culture and strategy resulting in building brand equity. Comprehensive reviews of Starbucks, Zappos, Wet Seal, Macy's, 1-800-Flowers.com, JCPenney, Pizza Hut and Best Buy are featured. Branded!:
- Provides a clear review of social media as well as the rapid changes in the development and use of mobility.
- Demonstrates why retailers cannot 'wait and see', and must move rapidly
- Shows how each company's social media and mobility initiatives are based on the individual personality of the company.
- Discusses sophisticated analytic tools that enable retailers to measure their performance and make informed decisions on the data
- 本の長さ264ページ
- 言語英語
- 出版社John Wiley & Sons Inc
- 発売日2010/10/19
- 寸法16.18 x 2.54 x 23.09 cm
- ISBN-109780470768679
- ISBN-13978-0470768679
商品の説明
レビュー
Insightful and well written. (Retail Systems, May 2011).
著者について
Bernie Brennan is a consultant and investor in retail-related technology. He has served in a number of roles over thirty years in the retail industry, with seventeen of them as Chairman and CEO of Montgomery Ward, Sav-A-Stop Inc., and Household Merchandising. Brennan is a former Chairman of the National Retail Federation and earned the Gold Medal Award as Retailer of the Year.
Lori Schafer is the Executive Advisor for Retail at SAS Institute. Schafer, an entrepreneur with twenty-five years of experience in retail and consumer-packaged goods' technology, began her career at The Procter & Gamble Company. She was CEO of Marketmax, Inc., prior to its acquisition by SAS in 2003 when she became Vice President of SAS Global Retail. She serves on the board of directors of several retail and technology companies as well as the National Retail Federation.
登録情報
- ASIN : 0470768673
- 出版社 : John Wiley & Sons Inc (2010/10/19)
- 発売日 : 2010/10/19
- 言語 : 英語
- ハードカバー : 264ページ
- ISBN-10 : 9780470768679
- ISBN-13 : 978-0470768679
- 寸法 : 16.18 x 2.54 x 23.09 cm
- カスタマーレビュー:
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他の国からのトップレビュー
Scott Andrews
5つ星のうち5.0
The BEST book about digital consumers, social media, and retail transformation
2010年12月12日にアメリカ合衆国でレビュー済みAmazonで購入
Mickie Miller
5つ星のうち5.0
Great Read for Traditional Marketers!
2010年12月8日にアメリカ合衆国でレビュー済みAmazonで購入
If you are a traditional marketing executive who wants to leverage social media (blogs, Facebook, Twitter etc.) and mobile, but having trouble figuring it all out: Read Branded!! It is the first book written that actually provides the insight needed to effectively extend consumer communication channels. The book's focus is on retailers and the importance of developing social media and mobile strategies to strengthen brand equity - turning consumers into to customers. Authors, Lori Schafer and Bernie Brennan, through comprehensive interviews with eight retailers, share how the likes of Zappos and Wet Seal have successfully combined social media and mobile channels with traditional marketing strategies. In doing so these retailers are increasing sales, market share and learning a great deal about themselves and their customers. I know that I will wear thin many of the pages of Branded using it as a road map for developing social media strategies, analytics and data to build a stronger online store.
Branded shows how to strategically start and keep the conversation flowing with your customers through social media interaction in a manner that is reminiscent of the 1940's neighbor retailer; when businesses were built with customer service, relationships and loyalty.
Branded shows how to strategically start and keep the conversation flowing with your customers through social media interaction in a manner that is reminiscent of the 1940's neighbor retailer; when businesses were built with customer service, relationships and loyalty.
V. Youd
5つ星のうち5.0
Interested in Retail Future? This is a must read.
2010年11月5日にアメリカ合衆国でレビュー済みAmazonで購入
Anyone interested and wanting to participate in the future of retail should read this book. I am sure there will be many more books written about these topics, but Lori and Bernie have created the first reference book on the topic of social networking and mobility in retail. Branded provides a review of current options available and more important and interesting a review of real world examples of US based retailers who are early adopters and market leaders in the use of web 2.0 and mobile technology.
The book is a quick read, written in a conversational tone, and provides a quick understanding of social networking in today's retail world. There is no question that social networking will change the world of retail, it already has. The results of these early adopters aren't really evident yet, but there is no question that mobility and social networking will change the world of retail forever.
If you want to get a quick and practical understanding of current implementations of mobility and social networking buy this new book. Its a "Keeper".
The book is a quick read, written in a conversational tone, and provides a quick understanding of social networking in today's retail world. There is no question that social networking will change the world of retail, it already has. The results of these early adopters aren't really evident yet, but there is no question that mobility and social networking will change the world of retail forever.
If you want to get a quick and practical understanding of current implementations of mobility and social networking buy this new book. Its a "Keeper".
Marc Millstein
5つ星のうち5.0
The Heartbeat of Branding
2011年1月6日にアメリカ合衆国でレビュー済みAmazonで購入
Bernie anbd Lori have teamed up to create what I consider to be one of the truly remarkable books in 2010 on both retailing and the widespread cultural shifts now taking place right before our eyes. The book is special in that it literally takes us inside the retailers who are using social networking and other new tools to successfully communicate with customers, learn new things about how people think and buy today, and then putting those ideas into action to strengthen the brand big time - and hike profits. The interview-like style of the book makes it not only a fascinating look behnd the scenes in this key area of business but also an enjoyable and an unusually easy read -- yet filled with value. The inclusion of consumer insights and thoughts further adds considerable value. Definitely a book to put on any list of gifts for 2011 and a must-read for retailers and consumers of any age at any time.
Peter Leech
5つ星のうち5.0
Refreshing view of Social Media
2010年10月25日にアメリカ合衆国でレビュー済みAmazonで購入
I found this book to be an excellent summary of the trends in social media and mobility and how it will impact retailers. I particularly loved the richness of data sources. It's a great summary of the best research and provides a very good set of links to even more info. However, the real strength is in the way the authors have pulled together case studies. Real retail stories. It's a great book for someone starting AND the social media professional looking for more detail on the retail/brand side.