New Consumer Marketing: Managing a Living Demand System
About the Author.
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.
- Practical advice for marketers who need to create sustainable competitive advantage in consumer retail
- Illustrates the key issues facing consumer marketers today
- Based on thinking and research from Cranfield School of Management