Because of the Internet and globalization, the fast moving consumer goods market has been turned on its head and made more competitive than ever. This book synthesizes emerging marketing thinking in the consumer domain with practical advice on how to profit from changes. It illustrates the key issues facing the fast moving consumer goods industry and provides an analysis of cutting-edge management research and academic insight.
Spis treści
Foreword.
Acknowledgements.
About the Author.
Introduction.
1. Earthquake!
2. The New Consumer.
3. Concerns of Brand Owners and Retailers.
4. New Consumer Marketing.
5. A Model of New Consumer Marketing.
6. Value Definition.
7. Value Creation.
8. Value Delivery.
9. Demand System Management.
Notes.
References.
Index.
O autorze
Following ten years as a marketing practitioner, Susan Baker earned her Ph D in management sciences from Cranfield School of Management where she now specialises in consumer marketing. She founded and directs the New Marketing Research Group, which works together with a consortium of client organizations to understand the impact on marketing of the New Consumer (www.new-marketing.org). She is a frequent keynote speaker at marketing and management conferences and can be contacted at [email protected].
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