Todaya??s shoppers go online to research locations, compare prices or read reviews before they go to a store, and as soon as they are back home, they post details about their shopping experience on Facebook or other social media platforms. Online agencies rave about viral campaigns, guerrilla marketing and 360A° communication. IT specialists are peddling one-to-one marketing tools and integrated customer data warehousing solutions. Should retailers care about any of this? The authors of this book firmly believe that they should a?? but in an environment of accelerating change, even veterans of the retail trade are looking for guidance on how to embrace the challenges thrown up by the evolving retail marketing landscape: How do I combine traditional and new marketing vehicles? How can I stay on top of what my customers want? How can I reach them efficiently? Do they still look at leaflets, or should I shift local marketing funds to social media?A How can I...

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