Respected business strategist Newlin takes a deep plunge inside the world of making and marketing American brands to call for nothing less than a total re-imagination of the process through which consumers acquire goods and services. From the lowdown on markdowns, to the real costs of "everyday low prices," Newlin shows how consumers' needs and wants are researched, identified, and responded to at the manufacturing and marketing level of companies, and then systematically ignored by those same manufacturers and their retailers when it comes time to bring brands to market.
She explains how one generation of marketers has addicted three generations of consumers to the heroin of price promotion and what it means to consumers' waistlines, credit ratings, and life experience. From Wal-Mart to Shop-Rite to CVS and Home Shopping Network, Newlin reveals what the world's leading brands really know about consumers and how they ultimately sell the products they buy.
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978-0-06-175183-7 (9780061751837)
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Kate Newlin is the principal owner of Kate Newlin Consulting, where she works with Fortune 100 and entrepreneurial firms. Prior to that she was president of Faith Popcorn's BrainReserve, a trend-based marketing consulting firm. During her career, Newlin has consulted with scores of large and small companies, including Procter & Gamble, Kraft, Nabisco, Waldenbooks, Title 9 Sports, Specialized Mountain Bikes, Johnson & Johnson, WeightWatchers, and Godiva Chocolatier. She lives in New York City.
