New Consumer Marketing: Managing a Living Demand System by Susan BakerNew Consumer Marketing: Managing a Living Demand System by Susan Baker

New Consumer Marketing: Managing a Living Demand System

bySusan Baker

Hardcover | August 8, 2003

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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.
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 ...
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Title:New Consumer Marketing: Managing a Living Demand SystemFormat:HardcoverDimensions:218 pages, 9.13 × 6.28 × 0.74 inPublished:August 8, 2003Publisher:WileyLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0470844825

ISBN - 13:9780470844823

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Table of Contents

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.

Editorial Reviews

“ … (a) compact text” (International Journal of Market Research, Vol.47, No.2, 2005)