AppendixViews on the World of Shoppers, Retailers, and Brands

A pioneer of in-store research, the late Bob Stevens of Procter & Gamble offered a newsletter that he called “Views from the Hills of Kentucky,” where he provided perspectives on shopping. Inspired by Bob, I’ve recently started my own online column in the spirit of his messages, which I’ve called “Views” as a tribute to his earlier work. In this Appendix, I’ve selected two excerpts from his columns that remain highly relevant to understanding shopping to give you a taste of his work. I encourage you to visit our archive of his wonderful columns at To see my latest “Views” entries on our ongoing studies of in-store retailing, please ...

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