Masterminding the Store: Advertising, Sales Promotion, and the New Marketing Reality (National Retail Federation Series) ~ Usually ships within 24 hours
Donald Ziccardi, David Moin / Hardcover 310 pages / Published 1997
Masterminding the Store: Advertising, Sales Promotion, and the New Marketing Reality
The head of a leading New York retail ad agency shares his secrets for effective marketing and advertising 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: kevin@viz.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!

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