New Consumer Marketing
Managing a Living Demand System
(Sprache: Englisch)
"New Consumer Marketing" provides a practical framework for ensuring that marketers have the ability to rethink their marketing tools in a way that delivers sustainable competitive advantage. This book also offers an analysis of leading-edge management...
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"New Consumer Marketing" provides a practical framework for ensuring that marketers have the ability to rethink their marketing tools in a way that delivers sustainable competitive advantage. This book also offers an analysis of leading-edge management research and academic insight into current business-to-consumer practice.
Inhaltsverzeichnis zu „New Consumer Marketing “
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.
Autoren-Porträt von Susan Baker
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.
Bibliographische Angaben
- Autor: Susan Baker
- 2003, 1. Auflage, XII, 204 Seiten, mit Abbildungen, Maße: 23,7 cm, Leinen, Englisch
- Verlag: Wiley & Sons
- ISBN-10: 0470844825
- ISBN-13: 9780470844823
Sprache:
Englisch
Pressezitat
"...(a) compact text" (International Journal of Market Research, Vol.47, No.2, 2005)
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