New Consumer Marketing: Managing a Living Demand System

Name: New Consumer Marketing: Managing a Living Demand System
Brand: Wiley
SKU: 9780470844823
Price: 3381.0 INR
Availability: InStock

by Susan Baker

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ISBN13: 9780470844823
Binding: Hardcover
Subject: Business Management
Publisher: Wiley
Publisher Imprint: Wiley
Publication Date: May 16, 2003
Pages: 218
Original Price: USD 70.0
Language: English
Edition: N/A
Item Weight: 468 grams
BISAC Subject(s): Marketing / General

About The Book

About the Book New Consumer Marketing beschreibt die Realitï¿½t des neuen Marktumfeldes und zeigt den neuen Verbraucher auf der Suche nach Werterfahrungen.

Das Buch verbindet Marketingideen mit praktischen Ratschlï¿½gen.

Autorin Susan Baker erlï¿½utert zukï¿½nftige Herausforderungen an das Marketing und macht deutlich dass Kunden - auch wenn sie mittlerweile viel fordernder sind, sich besser im Internet auskennen, stï¿½rker unter Zeitdruck stehen und ein grï¿½ eres globales Bewusstsein haben als je zuvor, sie doch immer noch Individuen sind, die eines gemeinsam haben: den Wunsch nach Wert.

Vor diesem Hintergrund bietet sie ein praktisches Konzept an fï¿½r den Umgang mit der "Nachfrage"-Kette, die - wenn sie effektiv funktioniert - Kunden wie auch Aktionï¿½ren dauerhaft Wert vermittelt.

Vorgestellt wird das Modell 'New Consumer Marketing', das auf Verstehen, Innovation, hoher Flexibilitï¿½t und drei Kernprozessen beruht, nï¿½mlich der Wertdefinition, Wertschï¿½pfung und Wertvermittlung.

Der vermittelte Stoff basiert auf Orginalforschungsdaten der Cranfield School of Management, der fï¿½hrenden britischen Business School fï¿½r Marketing.

Mit Fallstudien zu Goldfish, Lucozade, Pokemon und Skoda.

Anschaulich und verstï¿½ndlich geschrieben.

About The Author

Following ten years as a marketing practitioner, Susan Baker 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.

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