With this post, we’re launching our promotion of great business books available in the Cummings Library. Each week’s features will cover a different theme. The books will be displayed in the bizHUB, available for browsing and check out.
This week’s theme is our national pastime, shopping! With just a little over a month to go ’til Christmas, shopping is on the minds of most Canadians. Have you ever wondered about what goes on behind the cash register or in your head to trigger that impulsive purchase? Our expert authors have some theories:
In buy-ology, Martin Lindstrom, voted one of Time Magazine’s most influential people of 2009, presents the findings of his very large, very costly study on neuromarketing in which he analyzed the brain activity of 2,000 volunteers as they encountered various ads, logos, commercials, brands, and products. His book has been described as the modern version of Vance Packard’s classic Hidden persuaders. (Watch for Lindstrom’s latest book in the library soon!)
Retail consultant, Paco Underhill, has been described as a “retail anthropologist” and an “environmental psychologist”…all to say that he knows a thing or two about buying behavior. In Call of the Mall, he shares his love for the mall environment and his fascination with how we interact with it as shoppers and socialize within it as people. One of Underhill’s many bestsellers, this is a great resource for students in retailing and marketing.
More on the “mall as community” concept is presented in Retail communities: Customer-driven retailing, written by two Integrated Marketing Communications profs. The authors take “integrated” to a whole new level and look at the convergence of in-store, out-of-store and online shopping and the new communities of customers born out of social media and our pervasive digital environment. Definitely worth a look to help you get a handle on this “transformational marketplace”.
Check these out in the bizHUB from November 21 to 25!