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Treasure hunt: inside the mind of the new consumer

Author: Silverstein, Michael J. ; Butman, JohnPublisher: Portfolio, 2006.Language: EnglishDescription: 267 p. : Ill. ; 24 cm.ISBN: 1591841232Type of document: BookBibliography/Index: Includes index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HF5415.31 .S55 2006
(Browse shelf)
900174305
Available 900174305
Total holds: 0

Includes index

Digitized

Treasure hunt CONTENTS Introduction xiii How I came to write this book. The story of Lillie and the cockroach. Why listening to conmmers is so important and suEh an underdeveloped skill. The main thesis: the market is bifircating and the middle is becoming a wasteland. lBIW 1. The Bifurcati 1 The story of the Nelsons and their "Daewoo Christmas. " A dynamic market meets an unpredictable consumer: confident, savvy, tight with a dime, indulgent, and sev-soothing. Why people trade down. Growth at both e n d of the market. Trading down: a global trend. How fiaft faces death in the middle. Strategies for winning. Why you shouldn't wait to respond. x CONTENTS 2. The New Middle-class Consumer 26 The story of the Mon$om and their life of trade-offs. Who is in the middle class and how did t h y get so much power? Lifestage spending. The pivotal role and infEzcence of women. The value cakulus. Thefour emotional spaces. How to listen for actionable insights. The want list. When dreams go on hold. 61 Or, as t h y say in Gemany, geiz ist geil. The story of Hilda Schmidt and how she stockpiles. Hard discount as a threat. How Aldi grew to become the leading hard discounter in Europe. The rise of the dollar store in the Unitcd States. Dollar General isj%nky, but people love it, Hou, everyday-low-price retailers are fighting back. Not all consumers trade down; some go without. The story of Betsy Yitalio and the three sources offinancial vulnerability. My journey to Korea to meet the LG cadets. How LG started at the low end in home electronics and now spans the poles of high and low end. The hotel industry traq40med by 9/11. The story of Best Value Inn, the fastest-growing hotel company in the industry. Marriott, a late entrant but well-endowed participant in pole spanning. The stoy ofJim and Anne and why they had to sell their piano. 5. All Treasure, All the Time 108 Stephanie's scarfaddidon. eBay is the world's greatest treasure hunt. Win-win economics. A new language of retailing. The one and only Tchibo: market power ?om merchandising. The many dzfferent types of treasure. CONTENTS " xi 6. When the Calculus Shifts 132 Why an attradve, intelligent, educated thirty-year-old woman like Lauren James womies about ending up alone. How theyoung, single "offie ladies" ofJapan wield dirpropmionate inpuence in setting consumer trend. Making the leap at Bath and Body Worksfiom "outer" to "inner" beauty andfiom decline to growth. The infallibility of the value cahlzls. 7. In a Pickle 161 Jim Cantalupo and the quest to remake McDonald?. Understandingthe experience train. Mom and the "veto vote. " How an explicit and directed response to consumer dissatiJfactions and market shzftS can lead to a big, bold breakthrough plan. In-N-Out Burger--McDonald S- nemesis? 8. Nickels and Dimes 184 Arnold and Molly are tight with a dollar and proud of it. The Fleet juggernaut meets the Commerce Bank insurgency. Thefinancial trials of Bob andJoyce. Brad Warner directs FleetFinancial's makeover into a more nimble, consumer-centric bank. Money is at the root offear and insecurity. 9. Left in the Dust? 208 How Peter Ktm got left behind. Trading down to get back on course. Retailers who wait can also get left in the dust. H.E. Butt: prospering where others can 't.Avoiding the seemingly unavoidable. A philosophical conver.ration with inventor Leslie Wexner.Many models of success, all sharing three common elements: emotion, energy, xii CONTENTS innovation. Vikinglooks to span the poles. Recutting the data. How The Home Depot aspires to do it for you. How to get started. Serving the middle-class consumer can be a noble enterprise. Index 257

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