February 2012
Beginner
296 pages
7h 27m
English
Content preview from Shopper Marketing, 2nd Edition
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Touching the elephant
CHRIS HOYT
Chris Hoyt is president of Hoyt & Company, LLC, a marketing and sales consulting and training organization, based in Scottsdale, Arizona, that specializes in helping marketers quickly become proficient at shopper marketing.
Shopper marketing is today’s marketing elephant – not only because of its size or its power but because all of the confusion about what it really is recalls the parable of the blind men and the elephant.
The parable involves six blind men, each charged with touching an elephant and then describing the experience. Each touches a different part of the elephant. One touches the tail and believes it’s a rope; another touches a leg and believes it’s a pillar; another touches the ear and believes ...
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