BOOKS - EM INGLÊS

LIVROS DA INTERNACIONAL MARINA, PARA QUEM TEM FACILIDADE EM LER EM INGLÊS. MICROTRENDS É UMA ÓTIMA INDICAÇÃO PARA QUEM QUER ENTENDER MAIS SOBRE TENDÊNCIAS, O AUTOR AVALIA A FORÇA DE PEQUENOS GRUPOS SOCIAIS - BEM COMPLETO.

MICROTRENDS (2007)

The small forces behind today's big changes.

Autor: PENN, Mark J. / ZALESNE, E. Kinney

Editora: Grand Central

Assunto: Administração - Marketing

Dados: 352 pag - 1a.ed

OWNERS: MARINA / JOYCE

Review

From "Soccer Moms", the legendary swing voters of the mid-1990's, to "Late-Breaking Gays" such as former Gov.Games McGreevey (out at age 47), Burson-Marsteller CEO (and campaign adviser to Sen.Hillary Clinton) Penn delves into the ever-splintering societal subsets with which Americans are increasingly identifying, and what they mean. For instance, because of "Extreme Commuters", people who travel more than 90 minutes each way to work, carmakers must come up with ever more luxury seat features, and "fast food restaurant are coming out with whole meals that fit in cup holders. Penn draws similar lessons in areas of business, culture, technology, diet, politics and education (among other areas), reporting on 70 groups ("Impressionable Elites", "Caffeine Crazies", "Unisexuals"...) while remaining energetic and entertaining throughout. Culture buffs, retailers and especially businesspeople for whom "small is the new big" will value this exercise in nano-sociology.

WHY WE BUY (2000)

The science of shopping.

Autor: UNDERHILL, Paco

Editora: Simon & Schuster

Assunto: Administração - Marketing

Dados: 256 pag - 1a.ed

OWNER: MARINA

Review

Underhill, once a budding academic who worked on a Willian H.Whyte project analyzing how people use public spaces, adapted anthropological techniques to the world of retail and forged an innovative career with the consulting firm Envirosell. Since brand names and traditional advertising don't necessarily translate into sales, Underhill argues that retail design based on his company's closeAvery closeAobservation of shoppers and stores holds the key. His anecdotes contain illuminating detail. For example, since bookstore shoppers like to browse, baskets should be scattered throughout the store to make it easier for customers to carry their purchases. In clothing stores, fitting rooms are best placed closer to the men's department, because men choose based on fit, while women consider more variables. Underhill remains skeptical about cyberspace retail, believing that Web sites can't offer the sensory stimuli, immediate gratification or social interaction available in brick-and-mortar stores. While the book does little to analyze the international, regional or ethnic dimensions of the subject, it should aid those in business while intriguing urban anthropologists, amateur and professional.