Book Review: Marketing Your Retail Store in the Internet Age

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Marketing Your Retail Store in the Internet Age - by Bob and Susan Negen

Wiley Publishing

The Bottom Line

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.

Pros

Written by experienced retailers
Creative case studies with real-life examples
Easy-to-read and implement marketing concepts for any retailer

Cons

Frequent reference to the author's marketing services and training program

Description

Why traditional advertising doesn't work for independent retailers and what you can do about it
How to put the 'rule of reciprocity' into play and attract tons of new, loyal customers
Fourteen key elements you must have when building your web site
The secret to making e-mail your best, cheapest, and easiest marketing tool ever
Ten copy writing rules that every retailer must know in order to write messages that sell
How to create promotions that keep your customers coming back and buying more

Guide Review - Book Review: Marketing Your Retail Store in the Internet Age

Browse through any bookstore or online book seller and you'll find there is no shortage of marketing books. Many are written in a dry, scholarly tone that is reminiscence of a college business course taught by a dull professor. Other marketing books offer a lot of theories with very little proof. Fortunately, this book doesn't fall into either of those categories.

Marketing Your Retail Store in the Internet Age by Bob and Susan Negen presents so many great marketing concepts that even the most seasoned retailer could benefit from giving it a read. It truly is a well-written, easy-to-read guide for retailers filled with many real-life examples and concrete concepts.

Not only is this book written for retailers, but the authors' brick and mortar background comes through while discussing the several creative marketing concepts. Having served on retail's front lines, the Negens seem to understand the importance of connecting with customers on a personal level and not simply providing another gimmicky promotion.

It's a new world of marketing for retailers and while this book offers an abundant amount of Internet marketing ideas, it also shows retailers how to get greatest amount of exposure, online or off, without going broke.

Whether you are a retailer in the business planning stage or have been successfully operating for many years, Marketing Your Retail Store in the Internet Age offers something for everyone.