On Target: How the World's Hottest Retailer Hit a Bull's-Eye (Paperback)

by Laura Rowley (Author) "In early 2000, as a producer for CNN business news, I interviewed Edward Yardeni, chief economist with Deutsche Bank..." (more)
Key Phrases: private label goods, first retailers, guides for growth, Dayton Hudson, New York, Douglas Dayton (more...)

Editorial Reviews

Product Description
The first behind-the-scenes look at the stunning success of America's hippest discount retailer

Founded in 1962 by Minnesota-based department store Dayton's, Target has grown to become America's second most profitable retailer behind Wal-Mart. On Target is the first in-depth look at the business leaders and strategies that made Target such a runaway success. The company's easily recognizable red-and-white logo, youthful television advertisements, and upscale partnerships-with designers like Michael Graves, Mossimo, and Todd Oldham-have not only removed the stigma traditionally attached to discount store shopping, but actually made it hip to be frugal. In the process, the company has cemented its place as the favorite discount retailer of middle- and upper-income families across the country. In On Target, award-winning business journalist Laura Rowley examines the methods and the success of the company from its shrewd merchandising strategy to its clever marketing campaigns, ingenious branding effort, and extensive philanthropy . An excellent education in how to beat the competition even in a crowded and weak retail market, Target's story details the history and incredible success of a unique company and an enticing, unmistakable brand. Both insightful and entertaining, On Target offers important business lessons for executives and managers in need of a bull's-eye.

Laura Rowley (Maplewood, NJ) is an award-winning television, radio, and print journalist specializing in business reporting. She is the personal finance and career columnist for Self magazine and has also been published in The New York Times, Parents, and Newsweek. As a reporter and producer for CNN in New York, she reported on air for Your Money and Business Unusual, and produced live programs for CNNfn. She has also appeared on Good Morning America, Oxygen Media, and CNBC.

From the Inside Flap
"When I go into a competitor’s store, I have this uncontrollable urge to get whatever I need and get the heck out. With Target it’s more like, ‘Stick around for a while, relax.’"
–Target customer

If you’ve ever shopped at Target you’ve probably felt the same way, roaming the aisles for an hour or two, enjoying the great merchandise, clean environment, and impeccable customer service. But low prices and quality products aren’t the only factors that distinguish Target from its competition. It’s the "human touch"–which almost all other discount stores lack today–that draws people back to Target time and again.

Founded in 1962 by Minnesota-based department store Dayton’s, Target exploded in popularity during the mid-1990s and continues its success today. For over four decades, through its edgy products, innovative store designs, memorable image campaigns, and remarkably generous philanthropy, Target–the discount chain with the trademark bull’s-eye–has developed a cult-like following among American shoppers. With exclusive merchandising partnerships with designers such as Michael Graves, Mossimo, and Todd Oldham, "Tar-zhay," as some like to refer to one of America’s most profitable retailers, has made it hip to be spare by selling bargains and cachet.

In On Target, award-winning business journalist Laura Rowley skillfully uncovers–through vivid firsthand stories, candid interviews, and in-depth research–the strategies, motivations, and leaders behind the Target phenomenon, and examines how they have led to such runaway success. You’ll go behind the cash registers and down the aisles as Rowley takes a close look at:

• How the seeds for Target’s culture were planted in its unique retail history
• How Target reinvented the discount store concept, carving a niche that would allow it to thrive even in the shadow of industry giant Wal-Mart
• How Target’s best practices in management, merchandising, marketing, operations, and corporate giving have combined to make it one of the most successful retailers of the new millennium

On Target is the first behind-the-scenes look at the stunning success of America’s hippest discount retailer. Both insightful and entertaining, On Target offers a rare glimpse into a company that closed the gap between quality and cost–and in doing so created a concept that hit the bull’s-eye. --This text refers to the Hardcover edition.

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Product Details

• Paperback: 224 pages
• Publisher: Wiley; 1 edition (November 3, 2004)
• Language: English
• ISBN-10: 0471667293
• ISBN-13: 978-0471667292
• Product Dimensions: 8.8 x 5.9 x 0.7 inches
• Shipping Weight: 8.8 ounces (View shipping rates and policies)
• Average Customer Review: 3.8 out of 5 stars See all reviews (13 customer reviews)
• Amazon.com Sales Rank: #233,880 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

5.0 out of 5 stars From the Inside, January 24, 2004

By	P. A. Greenman (St. Louis, Missouri USA) - See all my reviews (REAL NAME)

This review is from: On Target: How the World's Hottest Retailer Hit a Bullseye (Hardcover)

As a 24-plus year team member with Target Stores I was skeptical in reading a book about a company that I know everything about, or so I thought. I was pleasantly suprised at Laura Rowley's "On Target." As an insider, I found the book to be accurate and balanced. Rowley gives a detailed account of the rich family history behind the Bulls-eye as well as examining Target's operations. "On Target" explores Target's advertsing strategies, service and technology, guidelines for growth, and looks ahead at some of the challenges the company faces. In addition, Rowley peeks into the philanthropic side of Target, exposes Target's artistic character, and reveals what separates Target from its competitors. "On Target" is well-written, easy to read, and hits the mark.

5 of 6 people found the following review helpful:

2.0 out of 5 stars Not much, December 22, 2006

By	Bookworm - See all my reviews

My two rating is graded on the curve. Could have been a one. I found myself skimming most of the book. It would probably mostly appeal to Target fans who are women and have an interest in businesss. 4 out of 5 Target customers are women. The book covers a lot about the history of the Daytons and how it grew into Target, but not about the inter-day workings and decisions. The book isn't worth more than a quick evening's read. It's interesting that the people who wrote a piece for the back cover (Stuart Varney and the author's Self supervisor/colleague) have/had a business realtionship to the author. No really notables who were canvassed or who offered their reviews.

If you want to read about retail business, there are plenty of other books about Wal-Mart, Home Depot, Starbucks, et al which are much more interesting and a better investment of your leisure time.

2 of 2 people found the following review helpful:

3.0 out of 5 stars Who'd-A-Thunk It?, May 13, 2005

By	J. Doherty (Northern Michigan) - See all my reviews (REAL NAME)

This review is from: On Target: How the World's Hottest Retailer Hit a Bullseye (Hardcover)

Being from Michigan, I used to have a sort kin'ship with Target, and it's family of stores. Hudsons was the LAST of the real department stores, and although I'm not sure I ever shoped there, I still remember THE Hudson's store in Detroit. And who could for get the Hudson's Detroit Thanksgiving Day Parade? So when I found this book in a discount bin I though... Why not? What I didn't realize is how wide ranging and insightful the company is. As your reading the book, you find you self saying over and over again.... "WOW.. I never realized that that was what I like about Target" For example, ever notice there's no music playing overhead? Me either, and till it was pointed out. If you have a background or even an interest in retail, marketing, or corprate structure this book is a must. If all that stuff bores you, and you just love to shop... well... then it's still a great book.