New Consumer Marketing: Managing a Living Demand System

Hardcover | August 8, 2003

bySusan Baker

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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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From the Publisher

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 goo...

From the Jacket

The advent of a new kind of consumer is making traditional approaches to marketing redundant. New Consumers are informed, empowered and at large in a dynamic marketplace. How can brand owners and retailers best connect with them? New Consumer Marketing recognizes and tackles this question. The answer lies in adopting a value-centric o...

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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Format: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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Extra Content

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)