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| Volume 22, Numbers 9 & 10 (2009) |
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This special double issue on Consumer Power begins by examining how marketing has evolved as control has shifted from marketers to the distribution channel to consumers, who now wield most of the power over new product development and sales transactions; look at how retailers should craft brand messages and innovate new products or services to appeal to the new, value-conscious consumer; consider how the 2008-2009 recession altered consumer behavior and caused probably long-term changes to the traditional “purchase funnel”; discuss the influence of multiple media on purchasers as they move through the purchase funnel; review a sampling of recent consumer research studies on rational/emotional decision-making, cognition and brand favorability, and experience-based tactics that assist in purchase decisions; talk about “connection planning,” the merging of account planning, consumer research and media use knowledge to effectively tailor marketing messages and tactics to specific target audiences to enhance consumer engagement; consider how positive brand experience incites customer consideration, repeat consideration and brand loyalty, overriding innate customer biases; and offer an overview of sensory branding, the practice of using all five senses to engage customers in more satisfying and memorable brand interactions.
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