Beyond the Qumran Community The Sectarian Movement of the Dead Sea Scrolls

ISBN-10: 0802828876

ISBN-13: 9780802828873

Edition: 2010

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A systematic analysis of the Essene Sect, this text aims to deconstruct the Qumran community & show that the sectarian documents actually come from a text spread throughout the land.
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Book details

List price: $25.00
Copyright year: 2010
Publisher: William B. Eerdmans Publishing Company
Publication date: 11/2/2009
Binding: Paperback
Pages: 278
Size: 6.25" wide x 9.25" long x 0.75" tall
Weight: 0.880
Language: English

John Collins is Assistant Professor of Global Studies at St. Lawrence University. He is co-editor of Collateral Language: A User's Guide to America's New War . 

Preface
Acknowledgements
Introduction
Definition: what is shopper marketing?
Science of shopping
Point of view on shopper marketing
Introduction
Defining shopper marketing
identification
disruption
The role of packaging
What role do in-store media have to play?
enticement
The shopper: same person, different context
Shopper marketing: the discipline, the approach
3Ss approach
Go-to-market calendarization
Conclusion
Reference and further reading
Seven steps towards effective shopper marketing
start with the corporate and marketing objectives and strategies
make the right choices
get an in-depth understanding of the current business situation at the key retailers
get an in-depth understanding of key retailers' organization, objectives and strategies
know the shoppers and their shopping behaviour
develop a shopper marketing strategy and plan as part of tailored and complete account plans
execute with excellence and measure the results
Reference
Bringing shopper into category management
References
Illogic inside the mind of the shopper
Shopper-driving forces
Types of shoppers
Targeting consumer segments
For shoppers there's no place like home
Appeasing the picky child
Emerging lessons from the home experience: the genesis of true brand loyalty is often the home
Home experiences generate cultural tasks, not need states
Shopper mega-trends: health, wellness and the environment
Methodology
High interest
All are one
Cross-fertilization
Use multiple benefits
Credibility is key
Set a standard
Instant gratification
Tracking trends
Understanding shoppers' complex decisions
Complex shopper decisions
Values and value
Health
Provenance
Ethics and the environment
The paradox of packaging
The three shopping currencies
Retailing is a relationship business
The 'give-gets' of the shopper in the store
Relating single-item purchases to individual shoppers
Time as the measure of shopping
Time is opportunity to sell
Participating with the shopper - 'active retailing'
Understanding shopper behaviour vis-�-vis understanding products
Angst: a vague, unpleasant emotion
Choices, choices, choices
Reference
Making your brand part of a shopper solution
Engineering solutions
Adjacencies, insights and investments
Speaking with shoppers
Strategy: how to approach shopper marketing
Connecting, engaging and exciting shoppers
Introduction
The eyes have it
A harmonious relationship
Scents of place
The power of touch
Taste sensation
My place, my space, my experience
Tailing your shoppers: retailing for the future
Retailing versus routine
E-tailing: reaching customers at home and at work
Tailing: innovating retail for the future
Tailing in Roppongi Hills: comfort and convenience
Tailing in Nau: webfront meets the homefront
Tailing in Boots: location is everything
Summary
Retail media: a catalyst for shopper marketing
Integrated communications planning for shopper marketing
The 'target consumer' - moving out of the crosshairs
Evolution of media and retail - engaging consumers who are in control
Measuring the effectiveness of the store as a marketing weapon
Seven barriers to development of shopper marketing
Right place, wrong time
The conversion model for shopper research
In-store measurements for optimizing shopper marketing
A breakthrough measurement platform using in-store video
Understanding shopping behaviour
Planning for shopper marketing in a holistic framework
Testing in real-world shopper labs
Monitoring and tracking the impact of shopper marketing
The missing link: turning shopper insight into practice
Fewer decisions are taken in-store than previously thought
Some implementation examples of these findings
The search for the right message at POP sometimes involves breaking the existing category rules
The road to successful implementations
References
Capitalize on unrealized demand among shoppers
The loyalty ecosystem within your shopper environment
Understand your segments
Segment ahead of the curve
Enhance the customer environment
Overcoming common mistakes in shopper-centric retailing
Don't underestimate what it takes
Don't think category, think shopper
You can't do analysis in isolation
Stop trying to cast the net so wide
Expand your horizon - at least beyond the fiscal year
Touching the elephant
The elephant
The blind men
Moral of the parable
Shopper marketing as a crucial part of retailer partnership
Introduction
Shopper marketing and chain strategy
The crucial role of strategic partnerships
Conclusion
Collaborating to ensure shopper marketing execution
Putting the shopper into your marketing strategy
Introduction
Successful shopper marketing programmes are an expression of shopper-centric thinking and a deeply rooted shopper-centric culture
Effective shopper marketing programmes are shaped by a company's commitment to earn and grow shoppers' lifetime loyalty
Effective shopper marketing programmes are informed by an intimate, household-level understanding of shopper behaviour and its influences
Successful shopper marketing programmes are recognized by both retailers and manufacturers as an area of strategic collaboration
Successful shopper marketing programmes are managed as a dynamic set of activities benefiting from continual measurement and improvement
In closing, an encouragement
Reference
Execution: what is shopper marketing in action?
Increasing shopper marketing profitability with innovative promotions
Shopper-oriented promotions
Getting back to basics
Increasing purchase decisions
Does the trade love your brand?
Big, colourful, simple
The reason why
Innovation means cost-efficiency
Nestl� Rossiya, Russia
Russian retailer environment
Nestl� Group shopper approach in Russia
Cases and implementation
Using emotional insight in shopper marketing
The story of Sue
The shopper as a hero
Winning shoppers with cause marketing
Find an issue your core customer cares about
Be in for the long term and integrate
Identify the actionable insight
Engage the local community
Avoid compassion fatigue
Measure, measure, measure
Allow your programme to evolve
Winning shoppers with cause marketing
Tesco Fresh & Easy, USA
Creating value for customers
Communicating through the shopping trip
An organizational endeavour
Shopper-oriented pricing strategies
Pricing tipping points: managing price gaps based on shopper perceptions
Six dimensions of price image: the building blocks of a shopper-oriented pricing strategy
Packaging can be your best investment
Packaging as your most efficient marketing investment
Packaging makes more of an impression
Through its package!
Packaging is no longer strictly three-dimensional
Consumers have become more in tune with packaging
You must stay in tune with your packaging
For many products, packaging is their sole form of advertising
Packaging as the 'fifth P' in your marketing mix
Increased role of shopper marketing
Six principles to drive effective packaging
Designing for the shopper: six principles to drive effective packaging
Driving success: including the shopper in the design process
How to maximize ROI with package promotions
Is the package of daily consumer goods a mass medium?
What is the most cost-efficient form of in-store campaigning?
choose the most profitable objective
choose the most effective promotion mechanism
implement package promotion as a process
Index
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