Shopportunity!: How to Be a Retail Revolutionary

商家名称	信用等级	购买信息	订购本书
		Shopportunity!: How to Be a Retail Revolutionary
		Shopportunity!: How to Be a Retail Revolutionary

基本信息·出版社：HarperBusiness
·页码：256 页
·出版日期：2006年09月
·ISBN：0060888407
·International Standard Book Number：0060888407
·条形码：9780060888404
·EAN：9780060888404
·装帧：精装
·正文语种：英语

内容简介

Today's shopping culture is turning the shopper into a zombie—and the thrill of the hunt into the robotic management of inventory. We are in danger of losing a resonant personal ritual, replaced by the boring habitual. For millions of us, the sizzle of a daily shopping experience has devolved into a relentless acquisition of the okay, available, and cheap. Why are we willing to pay $3.50 for a latte at Starbucks, but bristle at a 10-cent increase in the price of toothpaste? Why do we drive miles out of our way to buy a bag of 100 razor blades for 50 cents less than at our local store, and then spend $3.99 on a tub of pretzels that we don't need? We're wasting our time and money at the cost of our patience and good will.

In Shopportunity!—a manifesto-cum-exposé—marketing expert Kate Newlin looks behind the aisles of our best-known retailers to reveal that the dopamine rush of getting a good deal is confusing shoppers' wants with their needs. Packed with perceptive reporting, Shopportunity! provides an insider's view of how marketers create a brand and the overwhelming power of retailers to interfere with the transformational joys that great brands bring to our daily lives. It is time for shoppers to revolutionize their shopping experience and take the power away from retailers.

One generation of marketers has hooked three generations on the addiction of price promotion, and it has wreaked havoc on our waistlines, credit ratings, and life experience. From Wal-Mart to Macy's, Ralph Lauren, Whole Foods, and the Home Shopping Network, Newlin reveals what the world's leading retailers really know about us, and what it takes to kick the addiction to getting the best deal possible. Culminating in a Shopper's Bill of Rights, Shopportunity! will liberate shoppers—as well as the manufacturers and retailers who serve them—from the tyranny of the cheap.

作者简介

Kate Newlin is the principal owner of Kate Newlin Consulting, where she works with Fortune 100 and entrepreneurial firms. Prior to that she was president of Faith Popcorn's BrainReserve, a trend-based marketing consulting firm. During her career, Newlin has consulted with scores of large and small companies, including Procter & Gamble, Kraft, Nabisco, Waldenbooks, Title 9 Sports, Specialized Mountain Bikes, Johnson & Johnson, WeightWatchers, and Godiva Chocolatier. She lives in New York City.

专业书评 From Publishers Weekly

The title suggests an acerbic anticonsumerist rant, but marketing consultant Newlin is entirely serious: she wants readers to rediscover "shopping's enduring allure." Decrying the "Big Box obsession with massive quantities of cheap goods," she urges consumers to shop for the right things for the right reasons at the right places—to buy from family-owned merchants that offer pleasant environments for both shoppers and workers. Few readers will be surprised when Newlin visits a dreaded Wal-Mart and finds it "a loud, boisterous, difficult place to shop" with an "essential sadness." But the reason she wants retailers to stop offering discounts and consumers to stop buying products in bulk isn't to create a more just society; it's so we'll be happier with what we buy. Newlin argues that we get little satisfaction out of buying cheap, because "we suspect it's not quite as good"—though anyone who loves outlet shopping will be more than a little skeptical. It doesn't help that much of the book is a confusing assemblage of anecdotes and musings. But there are some useful insights for consumers, retailers and manufacturers, and some readers will certainly strive to see shopping as an experience that "should thrill the senses." (Sept.)
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