Traditional marketing books provide ideas, suggestions, and methods forhelping business to encourage the shopper to purchase goods and engageservices. For decades, marketing and advertising gurus have exhortedretailers to hang banners, engage barkers, play music, purchase expensivestore ttings, and spend more and more on advertising. This book takesa different approach and asks the retailer to think strategically about itscustomer base and why its customers may or may not be inclined to pur-chase or, even shop at all.The information in this book, however, helps retailers and others inthe supply chain to consider their current and potential customers ina way that takes into account the extremely complex environment sur-rounding the contemporary retailer. The framework of the book is basedon an appreciation of the macro and micro forces that are contributingto—and indeed shaping—the way consumers think, which may leadthem to resist consumption.Some fortunate retailers will not need to do any more than let the cus-tomer know that they are open for business; they have the formula andcustomer base just right. The reality for the majority of retailers in difcultand complex times is not only to consider how to encourage the customerto purchase but also to understand why the customer is not purchasing.The focus of this book is what it means for retail when consumption fal-ters. This is not to exclude service industries or those employed in thesupply chain, such as manufacturers and distributors; the entire value chainis vulnerable to environmental turbulence and customer resistance.This book addresses two major issues confronting retailers. The rstissue is how to understand an increasingly complex and unpredictablecustomer who may be passively avoiding purchasing, right through to acustomer participating in international boycotts of retailers. The sec-ond issue is how to respond to the customer in an increasingly turbulentbusiness environment. The business world must now respond actively toethical, environmental, and social issues, as well as providing relevant andappealing services.