New Consumer Marketing: Managing a Living Demand System

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John Wiley & Sons, 19 Nov 2004 - 218 halaman
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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.
 

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Introduction
1
1 Earthquake
9
2 The New Consumer
23
3 Concerns of Brand Owners and Retailers
37
4 New Consumer Marketing
51
5 A Model of New Consumer Marketing
63
6 Value Definition
73
7 Value Creation
101
8 Value Delivery
131
9 Demand System Management
161
Notes
189
References
191
Index
197
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Tentang pengarang (2004)

Following ten years as a marketing practitioner, Susan earned her PhD 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 s.l.baker@cranfield.ac.uk.

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