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New Consumer Marketing: Managing a Living Demand System
Hardcover
ISBN13: 9780470844823
Publisher: John Wiley & Sons
Published: Jul 31 2003
Pages: 224
Weight: 1.03
Height: 0.76 Width: 6.30 Depth: 9.08
Language: English
Das Buch verbindet Marketingideen mit praktischen Ratschlägen.
Autorin Susan Baker erläutert zukünftige Herausforderungen an das Marketing und macht deutlich dass Kunden - auch wenn sie mittlerweile viel fordernder sind, sich besser im Internet auskennen, stärker unter Zeitdruck stehen und ein grö 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 für den Umgang mit der Nachfrage-Kette, die - wenn sie effektiv funktioniert - Kunden wie auch Aktionären dauerhaft Wert vermittelt.
Vorgestellt wird das Modell 'New Consumer Marketing', das auf Verstehen, Innovation, hoher Flexibilität und drei Kernprozessen beruht, nämlich der Wertdefinition, Wertschöpfung und Wertvermittlung.
Der vermittelte Stoff basiert auf Orginalforschungsdaten der Cranfield School of Management, der führenden britischen Business School für Marketing.
Mit Fallstudien zu Goldfish, Lucozade, Pokemon und Skoda.
Anschaulich und verständlich geschrieben.
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