A book about shopper influence, marketing mania, retailer chaos, advertising pitfalls, consumer confidence, converting customers and how screaming at people usually doesn't work.


Fire in the Zoo is a book about how we learn about shopper behavior. It is a myth-busting book, designed to change your focus as a marketer from consumers to shoppers. And, at its core it pushes the marketing industry away from techniques that were designed to manipulate consumer behavior toward tactics which serve shoppers when and where they need help the most. 

Find out the secrets to getting shoppers to say “yes” from retail industry veteran and marketer, John Ross. Through funny anecdotes and tangible, real world research, John reveals how shopper behavior has changed and how retail and brand marketers can better serve shoppers by understanding what truly influences their decision to purchase.