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, by David R. Bell
Download PDF , by David R. Bell
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Product details
File Size: 14858 KB
Print Length: 239 pages
Publisher: Amazon Publishing (July 15, 2014)
Publication Date: July 15, 2014
Sold by: Amazon Digital Services LLC
Language: English
ASIN: B00JPOEC1A
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Amazon Best Sellers Rank:
#139,359 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
This book is a must read for everyone in business, whether you sell on-line or not. Not only is it chocked full of expert advice and insights, it's so much fun to read. David Bell's writing style is as captivating as it is educational. I wasn't sure what to expect, but came away a total fan--and learned a great deal in the process. As the overview says: "His unique GRAVITY framework is a powerful and practical tool that uses fundamental human behaviors and location-based conditions to explain how the real and virtual worlds intersect — and what Internet sellers must do in order to succeed." I would add to that, what anyone in business must do to succeed.
This book provides truly novel insights that demonstrate how who we are as offline consumers (and, importantly, where we are located) affect who we are as online consumers, eloquently encapsulated in the GRAVITY framework, a set of strategies that provide the foundations for one to actively and effectively engage in the digital marketplace. As an educator I will adopt this book as a textbook for my digital marketing class, but the book is equally and especially pertinent to industry practitioners who are looking for clear advice on how to propel their marketing strategies and prosper in the digital world. (The short answer? Location!) Dr. Bell is a master storyteller, doing an extraordinary job distilling rather complex ideas from a host of academic studies into tangible nuggets through the easy-to-remember GRAVITY acronym. I highly recommend the book to educators, industry practitioners, disruptive innovators, and anyone else with an interest in understanding how to leverage the interplay of the offline and online spheres in this rapidly-evolving world.
Had high hopes for this one, but was quite let down. Every demonstration inside this book is completely intuitive and obvious. If you need a Wharton professor to explain to you that people's degree of offline access to goods effects their likelihood of buying online, or that people's buying behavior is influenced by the people around them, or that generating brand awareness through offline retail locations can drive online sales from people in those locations, etc, this book is for you. If "findings" like those sound like common sense, don't bother.
I read a ton of business, economic, and psychology books. I’m a huge fan of Malcolm Gladwell, Clayton Christensen, and authors of that genre. I loved this book. In these days of e-commerce, we often discard location as ball and chain that we’ve been released from. But what this book reveals is how our physical location is still such a strong force in determining how we behave.I don’t want to spoil this book for anyone, but David introduces this idea of homophily as part of his framework, GRAVITY, and brilliantly reveals how and why birds of a feather really do flock together.I actually work for a hyperlocal digital advertising technology company that runs ad campaigns based on where people live and their proximity to retail stores. This book has provided incredible insights that both explained the phenomenon that we’ve seen and predicted others we haven’t.I highly recommend this book for anyone that is either working in digital or starting up a tech venture. This will no doubt inform any strategy that you are considering that involves geographic expansion.
A must-read book for marketers, especially those who use digital tools supporting their business. I am an MBA/Marketing student and so lucky to get introduced to this book by the author, David Bell's recent graduated PhD student - my current digital marketing professor. We actually use this book to introduce digital marketing foundations in our class. Though I've watched Wharton's marketing course on Coursera taught by Bell along with two other professors, I strongly prefer reading this book. It gives more insights and explorations of digital marketing concepts and examples than the video course. This book did a good job explaining how the virtual world interacts with the physical world. It completely changed my understanding and respects towards the real world. Thank you, professor Bell for such a wonderful job!
This is the first book I've read that really explains the buying habits, traits and conditions in both the physical and virtual world. As we all are head down into our smart phones this book explains what we are doing and how it relates to our physical location. If you're in mobile, marketing or commerce this is a must read to understand the psychology and facts surrounding this emerging trend of shopping and recommendations from friends, neighbors and social media.
This is a great book on a fascinating topic -- how location continues to be as important as ever in the era of online commerce, and how the physical world affects how customers behave in the virtual one.The book is based on years of rigurous research conducted by the author and his colleagues, explained in an accessible and entertaining way. It is filled with practice-relevant insights and really interesting (and timely) examples, many of them illustrating subtle or counterintuitive findings (for example, the fact that more diapers are sold online in areas where there are less children -- I found really puzzling)A must read for anyone involved with eCommerce or with a general interest on the intersection between technology and culture.
David Bell is the King of online/DTC retail, and his book is indispensable for anyone wanting to succeed in the space.
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