Susan Baker

New Consumer Marketing

Managing a Living Demand System

• Buch mit Leinen-Einband

Produktbeschreibung

"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.

Produktdetails

• Verlag: Wiley & Sons
• 1. Auflage
• Seitenzahl: 224
• Erscheinungstermin: 8. August 2003
• Englisch
• Abmessung: 235mm x 157mm x 18mm
• Gewicht: 465g
• ISBN-13: 9780470844823
• ISBN-10: 0470844825
• Artikelnr.: 11054120

Autorenporträt

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 [e-mail].

Inhaltsangabe

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.

Rezensionen

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