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Those not deeply involved in retail or related marketing, will find this book revealing and helpful. In particular, it traces the development of retail in the US describing the “three waves” that have brought us to this point. The most recent third wave which has over taken the market place since 2000 is the focus of the book. In “The New Rules” Robin Lewis and Michael Dart orient the reader to what has taken place in the third wave, explain what it means, and speculate about where retail may go from this point. They portray a number of business which are in current decline (Sears) and those which are adjusting quite well to the new environment (Apple, Amazon). This leads me to a couple of thoughts about the book. First, the examples are very contemporary as they should be and the future success of the firms described is yet unknown. The authors cannot avoid that. The companies used to illustrate firms creating the neuro/experience linkage are limited to tech related retail (again Apple, Amazon etc.). I would like to have heard about the changes in marketing undertaken by Harley Davidson for example in creating a life style as well. These are simple observations and in no way detract from the value of the book. In sum, this volume will be of value to more people than the title suggests. Individuals in not-for-profits and those just interested in the future of the US economy will benefit. Those steeped in marketing and retail, maybe will find it less so. Well written and wonderfully read by Brian O'Neal
13 of 13 people found this review helpful
This is a require text for anyone that is in retail. Its highly educational and very informative. Beside explaining the modern retail and dot com business, the authors go into detail on how Sears got started with their catalog business. They became the forefathers in retail by starting in the late 1800's and how they are failing in our present time, but yet almost all retailers starts with the basic principle that Sears established. It starts with the old and ends with the new. Pretty good overall history on how the consumers became a brand for all retailers.
2 of 2 people found this review helpful