New Consumer Marketing

Managing a Living Demand System

By:

Susan Baker

Format:

Hardback

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Description

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.

Author Biography:

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.

Release date NZ

June 27th, 2003

Author

Susan Baker

Audience

Professional & Vocational

Pages

224

Dimensions

160x232x19

ISBN-13

9780470844823

Product ID

2082331

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