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The Fluid Consumer

- Next Generation Growth and Branding in the Digital Age
Af: Teo Correia Engelsk Hardback

The Fluid Consumer

- Next Generation Growth and Branding in the Digital Age
Af: Teo Correia Engelsk Hardback
Tjek vores konkurrenters priser

The Fluid Consumer provides a detailed analysis of the consumer and retail industry''s profound shifts in the digital era. The book looks deeply into implications for business and branding models but serves also as a practical guide for companies to find innovative modes of operation in the face of digitally empowered consumers. Starting with an analysis on consumer behaviour in the age of hyper-digitisation, the book explores topics such as gathering consumer insights through advanced analytics, finding the optimal channel-mix in digital marketing, leveraging the "Living Services" concept, creating seamless consumer journeys and harnessing the power of start-ups.

In doing so, The Fluid Consumer focuses on the rise of an increasingly ''fluid'' consumer who combines rapidly dwindling brand loyalty with swiftly growing brand expectations. A comprehensive Closed Loop model explains the best paths for fast moving goods companies to engage with digitalised consumers in the future, providing clear strategies to remain competitive and successful in the new digital era.

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The Fluid Consumer provides a detailed analysis of the consumer and retail industry''s profound shifts in the digital era. The book looks deeply into implications for business and branding models but serves also as a practical guide for companies to find innovative modes of operation in the face of digitally empowered consumers. Starting with an analysis on consumer behaviour in the age of hyper-digitisation, the book explores topics such as gathering consumer insights through advanced analytics, finding the optimal channel-mix in digital marketing, leveraging the "Living Services" concept, creating seamless consumer journeys and harnessing the power of start-ups.

In doing so, The Fluid Consumer focuses on the rise of an increasingly ''fluid'' consumer who combines rapidly dwindling brand loyalty with swiftly growing brand expectations. A comprehensive Closed Loop model explains the best paths for fast moving goods companies to engage with digitalised consumers in the future, providing clear strategies to remain competitive and successful in the new digital era.

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Produktdetaljer
Sprog: Engelsk
Sider: 200
ISBN-13: 9780749478377
Indbinding: Hardback
Udgave:
ISBN-10: 0749478373
Kategori: Salgs- & markedsføringsledelse
Udg. Dato: 3 nov 2016
Længde: 15mm
Bredde: 155mm
Højde: 215mm
Forlag: Kogan Page Ltd
Oplagsdato: 3 nov 2016
Forfatter(e): Teo Correia
Forfatter(e) Teo Correia

Kategori Salgs- & markedsføringsledelse

ISBN-13 9780749478377

Sprog Engelsk

Indbinding Hardback

Sider 200

Udgave

Længde 15mm

Bredde 155mm

Højde 215mm

Udg. Dato 3 nov 2016

Oplagsdato 3 nov 2016

Forlag Kogan Page Ltd