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Informationen zum Autor 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. Klappentext The advent of a new kind of consumer is making traditional approaches to marketing redundant. New Consumers are informed, empowered and at large in a dynamic marketplace. How can brand owners and retailers best connect with them?New Consumer Marketing recognizes and tackles this question. The answer lies in adopting a value-centric orientation and refocusing marketing on the three key processes of value definition, value creation and value delivery. Drawing on learning from the living sciences, Susan Baker presents an organic framework for meeting the actual needs of New Consumers through superior levels of insight, innovation and agility.This book clearly explains the rationale for managing marketing as a demand system and is richly illustrated throughout with cases to show how this approach can help organizations be more effective."I read every word and I learned an enormous amount about how consumers are driving markets in ways totally different from those I knew so much about when I was an FMCG marketing director. This is a must read." Professor Malcolm McDonald, Cranfield School of Management, Cranfield, UK."This book brings together the best of new marketing thinking in a way that will help mangers not only understand it, but implement it." Pete Brown, St. Lukes, London, UK."New Consumer Marketing will shake your preconceptions about marketing and challenge you to re-tune your thinking. Susan Baker's work is a comprehensive articulation of the new marketing realities and is a must read for marketers." Chris Green, VP Marketing, Dulux, Slough, UK."Overall a very challenging and thought-provoking book. One to keep for constant reference in the new, little-charted landscape." Claire Watson, Marketing Society, Middlesex, UK. Zusammenfassung The retail sector has experienced exponential change in the past several years in the wake of the Internet revolution and globalisation. Supply-chain management has been turned on its head and competition has grown tougher. This book discusses about consumer marketing. Inhaltsverzeichnis Foreword ix Acknowledgements xi About the Author xiii Introduction 1 Meeting the Challenges 3 Overview of the Book 6 1 Earthquake! 9 Marketing in Crisis 10 The Evolution of Marketing 12 The Rise of Relationship Marketing 14 The Test of CRM 15 Changes in the Macro-Marketing Environment 18 Implications for Consumer Marketing 21 Summary Points 22 2 The New Consumer 23 Consumption in Transformation 23 Expansion of the Consumer Concept 24 Defence of Consumer Rights 25 Consumption Management in Question 27 A New Kind of Consumer 27 New Consumers Are Exercised By Time 28 New Consumers Lead Complex Lives 30 New Consumers Seek Experiences 31 New Consumers Are Marketing Literate and Highly Demanding 31 New Consumers Are IT Enabled 32 Implications for Consumer Marketing 33 Summary Points 34 3 Concerns of Brand Owners and Retailers 37 Key Issues for Brand Owners 37 The Force of Globalization 38 The Debate about the Future of Manufacturing 39 The Growth in Retailer Power 40 The Need to Balance Cost Reduction and Sales Growth 41 The Search for Innovation 42 T...
