From Mind to Market: Dari Pikiran ke Pasar
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Roger D. Blackwell
Roger Blackwell
Roger D. Blackwell is president of Roger Blackwell Associates, Inc., a consulting firm in Columbus Ohio. He is a former Professor of Marketing at Ohio State University. He is the recipient of Ohio State’s greatest honor, the Alumni Distinguished Teaching Award. Blackwell was also named “Marketer of the Year” by the American Marketing Association. He is co-author of one of the leading texts in consumer behavior studies, used throughout the country by business schools, entitled Consumer Behavior, 9th edition.
With consumer preferences segmenting into ever-growing niches, the companies that will succeed in the future ""will be united by a common ability...to penetrate the mind of the consumer, "" contends the author. Blackwell, an Ohio State University marketing professor and business consultant, suggests that the way to do this is to move from merely understanding what people buy to why they buy it. Unfortunately, Blackwell is not specific about how to accomplish this. Although the bulk of his book is case studies of how firms such as Kinko's and Cardinal Health have developed successful marketing strategies, he doesn't offer unifying themes to explain what makes them winners. And some of Blackwell's examples, such as the story of the creation of the Ford Taurus, are dated, and a few companies (e.g., Limited) that are held up as paragons have struggled recently. The most intriguing quote in the book comes in the introduction, where an unidentified Wal-Mart executive says, ""We don't sell stuff, we buy stuff for consumers."" (Nov.)
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