The retail conversation - measuring communication techniques and resulting ROI
Karen Tillson and Robert Passikoff
Because consumers don’t buy clothing the way they buy computers, brands need a category-specific understanding of how to best engage consumers via creative retail communication techniques.
The retail conversation: Measuring communication techniques and resulting ROI
Karen TillsonBrand Keys, Inc., United States
Robert PassikoffConsumer Insight & Market Intelligence, Liz Claiborne Inc., United States
INTRODUCTION
Media proliferation, new...
