Donald Ziccardi, David Moin / Hardcover 310 pages / Published 1997
The head of a leading New York retail ad agency shares his secrets for effective marketing and
This book shows retailers how to develop a marketing plan that profiles their optimum store
customer. Ziccardi tells readers how to develop a unique message or image and to promote that
image through both traditional and non-traditional advertising media, including billboards, print
ads, cable and the Internet.
Offers techniques for identifying the best customers, analyzing their buying habits, and drawing
them into stores Packed with real-life anecdotes and examples of successful campaigns
The publisher, John Wiley & Sons
Ziccardi offers retailers his surefire prescriptions for bringing more of the right kinds of customers
into their stores. He shows them how to develop a marketing plan that profiles their optimum store
customer. He also tells readers how to develop a unique message or image and to promote that
image through both traditional and non-traditional advertising media, including everything from
billboards and print ads to cable and the Internet. Packed with real-life anecdotes and examples.
From the Back Cover
"In case you haven't noticed, there's a whole new retail and marketing scene out there. It's
complicated, intensely competitive, and changing at a rate that's hard to keep up with. Malls and
downtown strips are spawning theme stores such as Warner and Disney. At the Bloomingdale's
courtesy counter in New York, staff who speak 30 languages are available to answer questions for
international clientele. Wal-Mart has stores in China. Subway ads are considered chic.
About the Author
DONALD ZICCARDI (New York, New York) is CEO of Ziccardi & Partners, Inc. His clients include
Ellen Tracy, Izod Lacoste, Trump Regency Hotel, Random House, and Citibank. DAVID MOIN (New
York, New York) is Senior Editor and Associate Publisher of Women's Wear Daily.
A book essential for our times.
Reviewer: firstname.lastname@example.org February 13, 1999
This book has been invaluable in revamping the entire marketing division of my company. Hats
off to the inspirational, engaging, information anecdotes. Informative and entertaining. A real
hands-on approach to the art and science of marketing!