by Alex Barseghian ‧ RELEASE DATE: Dec. 4, 2018
A thorough assessment of an important business trend coupled with sound, actionable advice.
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Debut author Barseghian offers an analysis of how the globalization of commerce has increased the importance of localized customer satisfaction.
Thanks to advancements in technology, people around the world are more connected than ever, but, according to the author, this hasn’t resulted in a placeless cosmopolitanism but rather a newfound attachment to local life. Consumers want more than just good products, delivered affordably and conveniently, he says—they want a customized experience that reflects their values and those of their particular communities. As a consequence, he asserts, companies now must adopt a “deep local” approach that markets directly to individuals—an “individual smart” strategy that moves beyond traditional marketing models that focus on large demographic groups. In short, corporations need to combine sensitivity to locality with retail scale, which Barseghian paradoxically calls “mass customization.” In this book, he discusses how artificial intelligence technology now allows marketing experts to predict, with increasing accuracy, the behavior of consumers as well as collect and precisely analyze their shopping habits. This “sentiment analysis” makes it possible to know how consumers feel about a particular product or brand, he says, making establishing brand loyalty an intentional strategy rather than a fortuity: “Traditional marketing research uses field studies, focus groups, and surveys, but it’s passive. In the new world of marketing, sentiment analysis takes place in real time.” Barseghian’s analysis of these issues is astute, as he draws from experience; he founded a company, SambaConnects, whose stated mission is to “connect local businesses with larger retail venues.” He divides his analysis among three main targets—the consumer, the corporation, and the technology that connects the two—and this organizational approach gives readers a panoramic view of the issues at hand. His impressive professional expertise is matched by the clarity with which he expresses his theories. Also, the book offers helpfully illustrative case studies and pragmatic counsel. Overall, Barseghian’s principal strength isn’t originality—there’s plenty of literature on this subject matter that’s already available—but his book is the most accessible and synoptic analysis of its kind.
A thorough assessment of an important business trend coupled with sound, actionable advice.Pub Date: Dec. 4, 2018
ISBN: 978-1-5445-1211-2
Page Count: 200
Publisher: Lioncrest Publishing
Review Posted Online: Feb. 1, 2019
Kirkus Reviews Issue: March 15, 2019
Review Program: Kirkus Indie
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by E.T.A. Hoffmann ‧ RELEASE DATE: Oct. 28, 1996
This is not the Nutcracker sweet, as passed on by Tchaikovsky and Marius Petipa. No, this is the original Hoffmann tale of 1816, in which the froth of Christmas revelry occasionally parts to let the dark underside of childhood fantasies and fears peek through. The boundaries between dream and reality fade, just as Godfather Drosselmeier, the Nutcracker's creator, is seen as alternately sinister and jolly. And Italian artist Roberto Innocenti gives an errily realistic air to Marie's dreams, in richly detailed illustrations touched by a mysterious light. A beautiful version of this classic tale, which will captivate adults and children alike. (Nutcracker; $35.00; Oct. 28, 1996; 136 pp.; 0-15-100227-4)
Pub Date: Oct. 28, 1996
ISBN: 0-15-100227-4
Page Count: 136
Publisher: Harcourt
Review Posted Online: May 19, 2010
Kirkus Reviews Issue: Aug. 15, 1996
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by Ludwig Bemelmans ‧ RELEASE DATE: Feb. 23, 1955
An extravaganza in Bemelmans' inimitable vein, but written almost dead pan, with sly, amusing, sometimes biting undertones, breaking through. For Bemelmans was "the man who came to cocktails". And his hostess was Lady Mendl (Elsie de Wolfe), arbiter of American decorating taste over a generation. Lady Mendl was an incredible person,- self-made in proper American tradition on the one hand, for she had been haunted by the poverty of her childhood, and the years of struggle up from its ugliness,- until she became synonymous with the exotic, exquisite, worshipper at beauty's whrine. Bemelmans draws a portrait in extremes, through apt descriptions, through hilarious anecdote, through surprisingly sympathetic and understanding bits of appreciation. The scene shifts from Hollywood to the home she loved the best in Versailles. One meets in passing a vast roster of famous figures of the international and artistic set. And always one feels Bemelmans, slightly offstage, observing, recording, commenting, illustrated.
Pub Date: Feb. 23, 1955
ISBN: 0670717797
Page Count: -
Publisher: Viking
Review Posted Online: Oct. 25, 2011
Kirkus Reviews Issue: Feb. 1, 1955
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