Cover image for New consumer marketing : managing a living demand system
Title:
New consumer marketing : managing a living demand system
Author:
Baker, Susan, 1958-
Personal Author:
Publication Information:
Chichester, England ; Hoboken, NJ : Wiley, [2003]

©2003
Physical Description:
xii, 204 pages : illustrations ; 24 cm
Language:
English
Contents:
Earthquake! -- The new consumer -- Concerns of brand owners and retailers -- New consumer marketing -- A model of new consumer marketing -- Value definition -- Value creation -- Value delivery -- Demand System management.
Subject Term:
Added Author:
ISBN:
9780470844823
Format :
Book

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Material Type
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Status
Central Library HF5415 .B279 2003 Adult Non-Fiction Non-Fiction Area
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Summary

Summary

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 Notes

Following ten years as a marketing practitioner, Susan 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.newmarketing.org). She is a frequent keynote speaker at marketing and management conferences and can be contacted at s.l.baker@cranfield.ac.uk.


Table of Contents

Forewordp. ix
Acknowledgementsp. xi
About the Authorp. xiii
Introductionp. 1
Meeting the Challengesp. 3
Overview of the Bookp. 6
1 Earthquake!p. 9
Marketing in Crisisp. 10
The Evolution of Marketingp. 12
The Rise of Relationship Marketingp. 14
The Test of CRMp. 15
Changes in the Macro-Marketing Environmentp. 18
Implications for Consumer Marketingp. 21
Summary Pointsp. 22
2 The New Consumerp. 23
Consumption in Transformationp. 23
Expansion of the Consumer Conceptp. 24
Defence of Consumer Rightsp. 25
Consumption Management in Questionp. 27
A New Kind of Consumerp. 27
New Consumers Are Exercised By Timep. 28
New Consumers Lead Complex Livesp. 30
New Consumers Seek Experiencesp. 31
New Consumers Are Marketing Literate and Highly Demandingp. 31
New Consumers Are IT Enabledp. 32
Implications for Consumer Marketingp. 33
Summary Pointsp. 34
3 Concerns of Brand Owners and Retailersp. 37
Key Issues for Brand Ownersp. 37
The Force of Globalizationp. 38
The Debate about the Future of Manufacturingp. 39
The Growth in Retailer Powerp. 40
The Need to Balance Cost Reduction and Sales Growthp. 41
The Search for Innovationp. 42
The Retailers' Responsep. 42
Trading across Multiple Locationsp. 43
Trading across Multiple Formatsp. 44
Use of Multiple Channelsp. 44
Editing Choice in Storep. 44
Enhancing Retail Brandingp. 45
Developing Multinational Operationsp. 45
Pursuing Customer Loyaltyp. 45
Implications for Consumer Marketingp. 48
Summary Pointsp. 48
4 New Consumer Marketingp. 51
New Consumer Marketing--What Is it?p. 51
A Response to the New Consumerp. 52
A Response to the Interactive Marketplacep. 53
A Response to Ineffective Consumption Managementp. 54
New Consumer Marketing--What Does it Mean?p. 55
Adopting Value-Centricityp. 55
Applying Sciencep. 57
Breaking out of Binary Thinkingp. 58
New Consumer Marketing--Who Is Involved?p. 60
Implications for Consumer Marketingp. 61
Summary Pointsp. 61
5 A Model of New Consumer Marketingp. 63
To Recap ...p. 63
Key Challenges Facing New Consumer Marketingp. 65
Addressing the Concerns of Brand Owners and Retailersp. 65
Embracing the New Consumerp. 66
Developing Real Consumer Responsivenessp. 66
Lifting Marketing Out of its Crisisp. 67
The New Consumer Marketing Modelp. 67
6 Value Definitionp. 73
The Role of Insight in Value Definitionp. 74
Identifying the Factors that Enhance, Maintain and Destroy Valuep. 74
Understanding the Meaning of the Value Factorsp. 78
The Role of Traditional Market Research in Value Definitionp. 79
Using Quantitative Researchp. 80
Using Qualitative Researchp. 82
Need-States Analysisp. 86
The Role of Non-Traditional Market Sensing in Value Definitionp. 88
Using Database Systemsp. 88
Using CRM Systemsp. 89
Using Front-line Staffp. 91
The Role of Segmentation in Value Definitionp. 91
Creating a Segmentation Analysisp. 93
The Role of Insight Generators in Value Definitionp. 97
Summary Pointsp. 99
7 Value Creationp. 101
The Role of Innovation in Value Creationp. 102
Consumers as Innovatorsp. 104
Innovation through Process or People?p. 106
Innovation as a Dynamic Capabilityp. 107
A Radical Approach to Innovationp. 109
The Role of New Product Development in Value Creationp. 111
The Role of Branding in Value Creationp. 113
Building Successful Brandsp. 116
Emerging Brand Issuesp. 119
The Role of Positioning in Value Creationp. 120
Drawing out the Emotional Messagep. 121
The Positioning Processp. 123
The Role of Price in Value Creationp. 125
The Evaluation of Valuep. 127
Summary Pointsp. 129
8 Value Deliveryp. 131
The Role of Agility in Value Deliveryp. 131
The Role of Media and Channels in Value Deliveryp. 133
Making the Most of Media Choicesp. 136
Making the Most of Channel Choicesp. 139
The Role of Service in Value Deliveryp. 141
Creating a Service Strategyp. 142
Recruiting and Motivating Staffp. 143
Empowering Employees to Live the Brandp. 146
The Role of Technology Integration in Value Deliveryp. 148
The Role of the Supply Chain in Value Deliveryp. 152
Competing through the Supply Chainp. 153
Consumer Responsiveness through Time Compressionp. 154
Summary Pointsp. 159
9 Demand System Managementp. 161
The Role of Intuition in Demand System Managementp. 163
The Role of Culture and Structure in Demand System Managementp. 165
Culturep. 165
Structurep. 168
The Role of Leadership, Vision and Values in Demand System Managementp. 170
Leadershipp. 170
Visionp. 171
Valuesp. 172
The Role of Employees in Demand System Managementp. 175
The Role of Knowledge Management in Demand System Managementp. 179
The Role of Planning in Demand System Managementp. 181
The Role of Measurement in Demand System Managementp. 185
Summary Pointsp. 187
Concluding Remarksp. 188
Notesp. 189
Referencesp. 191
Indexp. 197

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