New consumer marketing : managing a living demand system

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Title:

New consumer marketing : managing a living demand system

Author:

Baker, Susan.

ISBN:

9780470844823

Personal Author:

Baker, Susan.

Publication Information:

Chichester : John Wiley & Sons, Ltd., c2003.

Physical Description:

xii, 204 p. : ill. ; 24 cm.

Contents:

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.

Subject Term:

Marketing.

Added Author:

Bass, Margrit.

Electronic Access:

Table of contents http://www.loc.gov/catdir/toc/wiley031/2003007455.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015763911	658.8 B168N 2003	1	Searching... Unknown

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Summary

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.