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Location is (Still) Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual One |  |
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Location is (Still) Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual One | |
Conventional wisdom holds that the Internet makes the world flat and reduces friction by erasing the impact of the physical world on our buying habits.
But Wharton professor and marketing expert David R. Bell argues that the way we use the Internet is still largely shaped by the physical world we inhabit.
Anyone can go online and buy a pair of jeans—but the likelihood that we will do so depends to a significant degree on where we live. The presence of stores nearby, trendy and friendly neighbors, and local sales taxes, among other factors, play a critical role in our decision making when it comes to buying online. Our willingness to search for and consume information also depends on where we live and whom we live next to.
In Location Is (Still) Everything, Bell offers a fascinating, in-depth look at online commerce and retailing through his years of research, investing, and advising experience. His unique GRAVITY framework is a powerful and practical tool that uses fundamental human behaviors and location-based conditions to explain how the real and virtual worlds intersect—and what Internet sellers must do in order to succeed. Entrepreneurs, managers, students, and investors will all benefit from understanding how and why we use the Internet to search, shop, and sell.
网友对Location is (Still) Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual One的评论
This book provides truly novel insights that demonstrate how who we are as offline consumers (and, importantly, where we are located) affect who we are as online consumers, eloquently encapsulated in the GRAVITY framework, a set of strategies that provide the foundations for one to actively and effectively engage in the digital marketplace. As an educator I will adopt this book as a textbook for my digital marketing class, but the book is equally and especially pertinent to industry practitioners who are looking for clear advice on how to propel their marketing strategies and prosper in the digital world. (The short answer? Location!) Dr. Bell is a master storyteller, doing an extraordinary job distilling rather complex ideas from a host of academic studies into tangible nuggets through the easy-to-remember GRAVITY acronym. I highly recommend the book to educators, industry practitioners, disruptive innovators, and anyone else with an interest in understanding how to leverage the interplay of the offline and online spheres in this rapidly-evolving world.
A must-read book for marketers, especially those who use digital tools supporting their business. I am an MBA/Marketing student and so lucky to get introduced to this book by the author, David Bell's recent graduated PhD student - my current digital marketing professor. We actually use this book to introduce digital marketing foundations in our class. Though I've watched Wharton's marketing course on Coursera taught by Bell along with two other professors, I strongly prefer reading this book. It gives more insights and explorations of digital marketing concepts and examples than the video course. This book did a good job explaining how the virtual world interacts with the physical world. It completely changed my understanding and respects towards the real world. Thank you, professor Bell for such a wonderful job!
As an entrepreneur, retailer and designer, I found the information in this book invaluable. I am currently relaunching a brand that I was considering having simply an online presence. However after Dr. Bell's impressive case, I am convinced once again of the crucial value of brick and mortar...even if this is simply pop up shops, flash sales, or special events. There is no replacing the human touch, interpersonal communication and exchange of energy that comes with direct contact. This research compelling far beyond the retail landscape and a great study into human behavior of relationships in general. It's conversational writing style makes this an easy read for the casual reader as well as the entrepreneur or student. I highly recommend this book as a view into how we choose what we buy and potentially even more...
This is a great book on a fascinating topic -- how location continues to be as important as ever in the era of online commerce, and how the physical world affects how customers behave in the virtual one.
The book is based on years of rigurous research conducted by the author and his colleagues, explained in an accessible and entertaining way. It is filled with practice-relevant insights and really interesting (and timely) examples, many of them illustrating subtle or counterintuitive findings (for example, the fact that more diapers are sold online in areas where there are less children -- I found really puzzling)
A must read for anyone involved with eCommerce or with a general interest on the intersection between technology and culture.
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