互连网时代的零售店营销 MARKETING YOUR RETAIL STORE IN THE INTERNET AGE 下载 pdf 电子版 epub 免费 txt 2025

If you own and operate a small retail business, this guide will give you a proven system for marketing your store, allowing you to compete with online merchants and big-box stores alike. Full of fresh and innovative ideas for promoting small stores, it will show you how to create a great in-store experience and build loyal, long-lasting relationships with customers.

Acknowledgments

Introduction

　Who Should Read This Book

　Who Are Bob and Susan Negen and Why Should You Listen to Them?

　The Bad News

　The Good News

　The New Millennium Merchant

　The WhizBang! Marketing System: Four Steps to Higher Sales and Happier Customers

　How to Use This Book

Step One: How to Get New Customers without Going Broke

　Five Key Concepts for Getting New Customers

　　Key Concept #1: Be Willing to Pay to Get New Customers

　　Key Concept #2: Understand the Lifetime Value of a Customer

　　Key Concept #3: Break Even on the Front End, Break the Bank on the Back End

　　Key Concept #4: Apply the “Rule of Reciprocity”

　　Key Concept #5: Leverage the Power of Affinity Marketing

　Six Low-Tech Tactics to Get New Customers without Going Broke

　　New Customer Tactic #1: Give Away Gift Certificates

　　New Customer Tactic #2: Send Endorsed Mailings

　　New Customer Tactic #3: Partner with a Charitable Cause

　　New Customer Tactic #4: Create a Referral System

　　New Customer Tactic #5: Engage in “Donut Marketing”

　　New Customer Tactic #6: Generate Publicity

　Six High-Tech Tactics to Get New Customers

　　New Customer Tactic #7: Have a Great Website

　　New Customer Tactic #8: Seek Out Reciprocal Links

　　New Customer Tactic #9: Set Up Email Endorsements

　　New Customer Tactic #10: Ask Customers to Forward to a Friend

　　New Customer Tactic #11: Online User Groups and Chat Rooms

　　New Customer Tactic #12: Get Good Search Engine Placement

Special Section: The Traditional Media

　Why Advertising Doesn’t Usually Work for Independent Retailers and What You Can Do About It

　Special Section: Copywriting for Retailers

　　Killer Copy: How to Write Messages That Sell

　　The Ten Commandments of Copywriting for Retailers

　Step Two: Turn a First-Time Buyer into a Regular Customer

　　Two Key Concepts for Turning a First-Time Buyer into a Regular Customer

　　Key Concept #1: Lifetime Value of a Customer

　　Key Concept #2: The Big Switch

　　Three Low-Tech Tactics for Turning a First-Time Buyer into a Regular Customer

　　Turn Tem into a Regular Customer Tactic #1: Give a Great First Experience in 　　Your Store

　　Turn Them into a Regular Customer Tactic #2: Ask For Their Contact Information

　　Turn Them into a Regular Customer Tactic #3: Follow Up Immediately

　　Two High-Tech Tactics for Turning a First-Time Buyer into a Regular Customer

　　Turn The into a Regular Customer Tactic #4: Have a Newsletter Sign-Up on Your Website

　　Turn Them into a Regular Customer Tactic #5: Create Automatic Welcome Emails

　Step Three: Get Your Customers to Shop More Often

　　Two Key Concepts to Get Your Customers to Shop More Often

　　Key Concept #1: It’s Your Responsibility to Be Remembered, Not Your Customer’s 　　Responsibility to Remember You

　　Key Concept #2: The Secret Strategy: Become a Broader Resource

　　Four Low-Tech Tactics to Get Your Customers to Shop More Often

　　Shop More Often Tactic #1: Have Lots of Promotions

　　Shop More Often Tactic #2: Have a Big, Bold, Preferred Customer Club

　　Shop More Often Tactic #3: Send Snail Mail

　　Shop More Often Tactic #4: Use Bag Stuffers and Bounce Backs

　　Four High-Tech Tactics to Get Your Customers to Shop More Often

　　Shop More Often Tactic #5: Manage Your Customer Database

　　Shop More Often Tactic #6: Use Email Marketing to Stay in Touch with Your 　Customers

　Shop More Often Tactic #7: Make Your Website a Resource for Your Customers

　Shop More Often Tactic #8: Use Email Campaigns to Sell Related Products

Step Four: Keep Your Customers for Life

　Six Key Concepts to Keep Customers for Life

　Key Concept #1: Keep Your Customers for as Many Years as Possible

　Key Concept #2: Never Take Your Customers for Granted

　Key Concept #3: Be Constant

　Key Concept #4: Be Consistent

　Key Concept #5: Keep Your Approach to Your Business Fresh and Exciting

　Key Concept #6: What’s a Customer Worth? Show Me the Money!

　Three Terrific Tactics to Keep Customers for Life

　Terrific Tactic #1: Build a Marketing Plan

　Terrific Tactic #2: Track the Effectiveness of Your Marketing Efforts

　Terrific Tactic #3: Fight “Perceived Indifference” Tooth and Nail

Conclusion

Index

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作者简介：

BOB NEGEN founded WhizBang! Training after owning an award-winning chain of kite stores for more than two decades. He has spent the last six years teaching other store owners and managers the nuts-and-bolts skills they need to run successful retail businesses. In his work as a speaker, author, and consultant, Bob shares the hard-earned lessons he learned along the way.

书籍介绍

在线阅读本书

If you own and operate a small retail business, this guide will give you a proven system for marketing your store, allowing you to compete with online merchants and big–box stores alike. Full of fresh and innovative ideas for promoting small stores, it will show you how to create a great in–store experience and build loyal, long–lasting relationships with customers.

• 作者：King 发布时间：2017-07-30 14:25:09

  启介还是拒绝了恭子，专心赛车。D计划即将挑战神一般的中年车手

• 作者：†毛酋長† 发布时间：2019-02-12 00:30:43

  此时翻阅这本绘本的我也许也只是……

• 作者：乌拉 发布时间：2013-02-07 15:58:27

  好书，可是我练习翻译的时候太晚了，算是一个遗憾吧

• 作者：fallen 发布时间：2010-11-10 14:05:38

  我知道小说都是假的，不过这么恶心的小说还是第一次

• 作者：Leeloo 发布时间：2023-04-10 14:01:48

  废话太多，干货太少，每种融资模式都是蜻蜓点水介绍一下就略过了。

• 作者：南坡 发布时间：2017-12-30 16:07:01

  有幸第一时间读到该书，情节紧凑，千算万算只少一算，由此引发各怀鬼胎的人粉墨登场

• 在“洞见”中，遇见写作秘笈的天花板

  作者：小七 发布时间：2023-09-25 21:57:20

  你有自己长年关注的大号吗？关注“洞见”好几年了，只因为喜欢它有温度、有态度的观点文。一直很好奇，一个千万粉丝的大号能够持续活跃，所发表的文章几乎篇篇10万+，“洞见”究竟是如何做到的？

  在《洞见写作：打造可复制的文章方法论》这本书中，我找到了问题的答案。

  

  这本书所呈现的，正是洞见君多年深耕内容的新媒体写作秘笈。基于这套方法论创作、筛选出的文章，获得了无数读者的喜爱；基于这套方法论开设的写作课程，已助力超10万学员实现了写作梦想。

  书中内容涉及新媒体写作的方方面面，从选题到框架，从行文到改稿，从专题写作到投稿方式，爆文拆解、选题策划、框架梳理、素材搜集、内容打磨等各环节所需的技能，书中一应俱全。而大量范例，则来自“洞见”自己的优质文章。

  

  

  学习新媒体写作应该从哪儿开始？洞见君说，学习技能大多始于模仿，新媒体写作也不例外。一开始，先要大量拆解优质文章，因为即使阅读20篇文章，其收获也比不过拆解一篇优质文。

  书中详细介绍了“洞见”拆文“五步法”：选择一篇优质文，拆标题，拆选题，拆行文结构，拆素材与金句。在此基础上，还可通过集中拆解对比分析、建立模块学习思维、延伸选题等方法，进行拆文的进阶训练。

  

  

  在书中，我们还能学到选题四大公式、标题五个要点、金句六个技巧、开头四种模板以及万能故事公式、框架基本结构等操作性极强的写作技能。这些保姆级的拆解证明，我们写作中遇到的问题，大多早有人遇到过，所以我们要做的，就是去成功者那里找方法。

  “洞见”自行拆解的写作训练流程，同样是一套现成的成功方法，它让互联网环境下的写作，真的变身成为一种零基础也可掌握的、可复制的能力。走进它，就有机会洞见一整套天花板级的写作秘笈。

  

  写作高手，是很多人的梦想。不过，想，都是问题；做，才是答案。

  不妨跟着洞见君一起，多写一点儿，再多写一点儿。而写作最终带给我们的，除了鼓舞与勇气、精进与成长，还会有人生的突围、认知的跃迁、梦想的实现。

• 硕儒

  作者：小常 发布时间：2015-04-11 15:09:19

  高中时候爱读韩寒，有天一个朋友拿来李敖先生的书，给我指了几个《三重门》里的“典故”，什么“大阴人”呀，“先王以其髀加妾之身”呀。记得当时他信誓旦旦地说想不到韩寒和郭敬明一路抄袭的货色。我那位朋友口口声声说韩寒抄袭，要远早于后来的麦田和方舟子，这也是多年后在那场质疑风波里，我没有太大诧异的原因，倒不是我相信了朋友的话，照他的逻辑，韩寒顶多是个二道贩子，李敖先生可以引用古书，韩寒为什么不能应用李敖先生呢？（不要和我说韩寒恰巧也看了李敖先生看的那几本古书，我见的巧事太多了，已经多到不相信巧合了）。我也对韩寒没有恶意，甚至说韩寒的书在我独立思考的路上给我起了启蒙作用，只不过同学的话把我对韩寒不敢兴趣的时刻提前了几年。既然很多“东西”是引用别人引用别人（好拗口）的，那我干嘛不看别人的。这么着，开始看李敖先生的书。

  对于一个头脑还不清楚的热血青年，开始读李敖先生的书不异于从对韩寒的推崇转向对李敖的崇拜，也是一个不堪回首的岁月。后来又崇拜过些现在想想就可笑的人，慢慢地，头脑难得地冷了下来，对谁也不热切了。回头看李敖先生的书，还是觉得先生可以称作一代大儒。李敖给我最深的印象是坦荡，《李敖回忆录》中有段先生说自己父亲当年是北大学生，但资质平平，学问不深，我也看过好多那个年代人写的回忆录，都是给父辈贴金的，上个大学都恨不得说是神童，可唯独李先生是个例外。再有是这本《李敖快意恩仇录》里，先生评价自己的老师，说从他身上就能看出没有天赋的人苦读的下场。作为一个文科生，先生蔑视宗教，蔑视礼教，有很多学理之人都少有的科学逻辑思维。这些都是曾经直到现在都让我佩服的特质。

  不过，说起先生，就不能不提先生年老之后（先生1935年生人，今年已经80岁了）的糊涂了。先生历经牢狱之灾，和国民党斗了大半辈子，对民进党也是白眼相加，可不知怎么晚年抛出好多糊涂言论。先生亲共大概是受中学时严老师的感染，再加上先生去国多年，这些糊涂话也算是有个依托了。

  对于先生的评价，我觉得蔡康永的一席话恰到好处：李敖先生对于台湾的民智开化功不可没。也许，可以把范围再扩大一点。