The Soul of the New Consumer : The Attitudes, Behavior, and Preferences of E-Customers
Author: Laurie Windham, Ken Orton
List Price: $24.95
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ISBN: 1581150660
Publisher: Allworth Press (01 September, 2000)
Sales Rank: 58,669
Average Customer Rating: 4.9 out of 5
Customer Reviews
Rating: 5 out of 5
The Soul of the New Consumer
A must read book for all people in business. The Soul of the New Consumer gives valuable insight into today's consumers and how to capture new opportunities in the e-commerce business. I highly recommend this to all forward thinking companies and individuals.
Rating: 5 out of 5
E-business, E-marketing, and E-promotions managers, read it!
So maybe you've been thrust into the new E-whatever position in your company. You feel like a deer in the headlights when the E-consultants and E-agencies come in, start foaming at the mouth and spewing E-jargon. You wonder, what the heck are they talking about and what should I do? Get an agency that speaks English and read this book during the transition!Laurie and Ken have compiled an impressive amount of quantitative and qualitative research on which to base "The Soul of The New Consumer". Far and away the most important statement to remember in this book is:
"In effect, the Web site experience becomes the primary vehicle for building and reinforcing brand identity and preferences."
Information architecture (the structure of a web site), Internet marketing and Internet branding converge in the mind of the consumer. They should be developed in tandem. The web site experience IS the brand experience; think about it, think about your own web usage experiences.
"The Soul Of The New Consumer" goes on to discuss issues of great concern to many web users. These include privacy, the (non?) existence of customer loyalty, traffic generation, conversion strategies, and perspectives of E-customers. The quantitative research in the book can be found anywhere, the analysis makes the book valuable and the moderated discussions with consumers add a touch of real world insight that is missing from many books.
Now that you've read this book, and have a new agency that speaks English, you'll have a better idea of how to communicate with them. You'll know more of the right questions to ask; the answers to look for and maybe even understand a little of the E-jargon should the conversation digress to that level. You might even feel comfortable enough to make up some of your own!
Rating: 4 out of 5
Great book. Very good insight into the new consumer's mind.
Great book and insight. Shows how to get into the consumers mind and what's there to use. A book that takes what is in this book and enables you to put it in a solid plan is Make Your Website Work For You, but that's another dollar. Similar Products
The Soul of the New Consumer: Authenticity-What We Buy and Why in the New Economy
How Customers Think: Essential Insights into the Mind of the Market
Why We Buy: The Science Of Shopping
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