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Tells the story of how, every day, retailers fail to grasp opportunities for sales, because they misunderstand customers' constantly changing chameleon-like needs. This title explains what the world is like according to customers, identifies the barriers that retailers unknowingly raise and shows you how to remove them.
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Lynn Allison has worked in the marketing profession since 1985. In 2005 she was elected as a Fellow to the Chartered Institute of Marketing, an honour given to only 40 women worldwide that year. In 2009, Lynn became a Chartered Marketer and continues to work in the business-to-business sector specialising in effective communications. Lynn lives in Derbyshire with her husband and two children.Review:
A fascinating insight into the mind of the retail customer which will completely transform your thinking around ways you can maximise your sales.--Rachel Elnaugh, Award-Winning Entrepreneur
A great book - addresses the need to focus on customer behaviour.--Di Tunney, The Best Organisation
This book serves in a no-nonsense way to concentrate the mind of the retailer on their customers' needs. It gives great examples where retailers think they have met these needs through being very product focused and yet have missed the motivation and criteria of their customers.--John Mettrick, Retail butcher of the year
Inspiring, with a very personal touch--Shirley Johnson, retailer
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Book Description Condition: New. NEW, shipped from the UK. Seller Inventory # 764/PA/205P