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New Consumer Marketing Managing a Living Demand System 1st Edition by Susan Baker 9780470868416 0470868414

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New Consumer Marketing Managing a Living Demand System 1st Edition Susan Baker Digital Instant Download

Author(s): Susan Baker
ISBN(s): 9780470868416, 0470868414
Edition: 1
File Details: PDF, 1.96 MB
Year: 2003
Language: english
SKU: EB-1849216 Category: Tag:

New Consumer Marketing Managing a Living Demand System 1st Edition by Susan Baker – Ebook PDF Instant Download/Delivery: 9780470868416, 0470868414

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Product details:

ISBN 10: 0470868414

ISBN 13: 9780470868416

Author: Susan Baker

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.

Table of contents:

  1. Earthquake!

  2. Marketing in Crisis

  3. The Evolution of Marketing

  4. The Rise of Relationship Marketing

  5. The Test of CRM

  6. Changes in the Macro-Marketing Environment

  7. Implications for Consumer Marketing

  8. Summary Points

  9. Consumption in Transformation

  10. Expansion of the Consumer Concept

  11. Defence of Consumer Rights

  12. A New Kind of Consumer

  13. New Consumers Are Exercised By Time

  14. New Consumers Lead Complex Lives

  15. New Consumers Are Marketing Literate and Highly Demanding

  16. New Consumers Are IT Enabled

  17. Implications for Consumer Marketing

  18. Summary Points

  19. Key Issues for Brand Owners

  20. The Force of Globalization

  21. The Debate about the Future of Manufacturing

  22. The Growth in Retailer Power

  23. The Need to Balance Cost Reduction and Sales Growth

  24. The Retailers’ Response

  25. Trading across Multiple Locations

  26. Editing Choice in Store

  27. Pursuing Customer Loyalty

  28. Summary Points

  29. New Consumer Marketing – What Is it?

  30. A Response to the New Consumer

  31. A Response to the Interactive Marketplace

  32. A Response to Ineffective Consumption Management

  33. Adopting Value-Centricity

  34. Applying Science

  35. Breaking out of Binary Thinking

  36. New Consumer Marketing – Who Is Involved?

  37. Summary Points

  38. To Recap

  39. Addressing the Concerns of Brand Owners and Retailers

  40. Developing Real Consumer Responsiveness

  41. The New Consumer Marketing Model

  42. Value Definition

  43. Identifying the Factors that Enhance, Maintain and Destroy Value

  44. Understanding the Meaning of the Value Factors

  45. The Role of Traditional Market Research in Value Definition

  46. Using Quantitative Research

  47. Using Qualitative Research

  48. Need-States Analysis

  49. Using Database Systems

  50. Using CRM Systems

  51. Using Front-line Staff

  52. The Role of Segmentation in Value Definition

  53. Creating a Segmentation Analysis

  54. The Role of Insight Generators in Value Definition

  55. Summary Points

  56. Value Creation

  57. The Role of Innovation in Value Creation

  58. Consumers as Innovators

  59. Innovation through Process or People?

  60. Innovation as a Dynamic Capability

  61. A Radical Approach to Innovation

  62. The Role of New Product Development in Value Creation

  63. The Role of Branding in Value Creation

  64. Building Successful Brands

  65. Emerging Brand Issues

  66. The Role of Positioning in Value Creation

  67. Drawing out the Emotional Message

  68. The Positioning Process

  69. The Role of Price in Value Creation

  70. The Evaluation of Value

  71. Summary Points

  72. The Role of Agility in Value Delivery

  73. The Role of Media and Channels in Value Delivery

  74. Making the Most of Media Choices

  75. Making the Most of Channel Choices

  76. The Role of Service in Value Delivery

  77. Creating a Service Strategy

  78. Recruiting and Motivating Staff

  79. Empowering Employees to Live the Brand

  80. The Role of Technology Integration in Value Delivery

  81. The Role of the Supply Chain in Value Delivery

  82. Competing through the Supply Chain

  83. Consumer Responsiveness through Time Compression

  84. Summary Points

  85. Demand System Management

  86. The Role of Intuition in Demand System Management

  87. Culture

  88. Structure

  89. Leadership

  90. Vision

  91. Values

  92. The Role of Employees in Demand System Management

  93. The Role of Knowledge Management in Demand System Management

  94. The Role of Planning in Demand System Management

  95. The Role of Measurement in Demand System Management

  96. Summary Points

  97. Concluding Remarks

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Tags: Susan Baker, Consumer, Marketing, Managing