From great to gone: why FMCG companies are losing the race for customers
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Farnham, Surrey, UK
Gower
[2014]
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| Schlagworte: | |
| Online-Zugang: | Volltext |
| Beschreibung: | Includes bibliographical references and index The dilemmas of FMCGs in the 21st century -- The rise of the post-millennium consumer -- From FMCGs to FICGs: bridging the innovation gap -- External barriers to innovation -- Internal barriers to innovation The modern consumer is no longer attracted by single-minded, predictable and one-benefit-focused brand promises. The old-fashioned FMCG communication strategies based on television, radio and print with constant repetition have become outdated. From Great to Gone shows that what's needed are 'Lego' strategies, whereby the marketing and communication strategies are built up by many key facets (like building blocks) and delivered to the consumer through a mix of various touch points. Most importantly, you need to leave consumers to put all of that together themselves. There are major internal and external hurdles to transforming FMCGs successfully into FICGs - Fast Innovating Consumer Goods. It requires new brand strategies and flatter, more top-down than bottom-up, decision-making organisations and a 21st-century model for advertising agencies. Externally these companies need a new route to market through transformation of their old retail dependencies. Changes are also required in all communication delivery, reflecting modern consumers' connectivity and unlimited access to information. -- |
| Beschreibung: | 1 Online-Ressource |
| ISBN: | 9781472435583 1472435583 9781472435576 1472435575 9781472435569 1472435567 1306907586 9781306907583 |
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| 245 | 1 | 0 | |a From great to gone |b why FMCG companies are losing the race for customers |c by Peter Lorange and Jimmi Rembiszewski |
| 264 | 1 | |a Farnham, Surrey, UK |b Gower |c [2014] | |
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| 500 | |a The dilemmas of FMCGs in the 21st century -- The rise of the post-millennium consumer -- From FMCGs to FICGs: bridging the innovation gap -- External barriers to innovation -- Internal barriers to innovation | ||
| 500 | |a The modern consumer is no longer attracted by single-minded, predictable and one-benefit-focused brand promises. The old-fashioned FMCG communication strategies based on television, radio and print with constant repetition have become outdated. From Great to Gone shows that what's needed are 'Lego' strategies, whereby the marketing and communication strategies are built up by many key facets (like building blocks) and delivered to the consumer through a mix of various touch points. Most importantly, you need to leave consumers to put all of that together themselves. There are major internal and external hurdles to transforming FMCGs successfully into FICGs - Fast Innovating Consumer Goods. It requires new brand strategies and flatter, more top-down than bottom-up, decision-making organisations and a 21st-century model for advertising agencies. Externally these companies need a new route to market through transformation of their old retail dependencies. Changes are also required in all communication delivery, reflecting modern consumers' connectivity and unlimited access to information. -- | ||
| 650 | 7 | |a BUSINESS & ECONOMICS / Industrial Management |2 bisacsh | |
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Datensatz im Suchindex
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| author | Lorange, Peter |
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| dewey-full | 658.4/012 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.4/012 |
| dewey-search | 658.4/012 |
| dewey-sort | 3658.4 212 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| spelling | Lorange, Peter Verfasser aut From great to gone why FMCG companies are losing the race for customers by Peter Lorange and Jimmi Rembiszewski Farnham, Surrey, UK Gower [2014] 1 Online-Ressource txt rdacontent c rdamedia cr rdacarrier Includes bibliographical references and index The dilemmas of FMCGs in the 21st century -- The rise of the post-millennium consumer -- From FMCGs to FICGs: bridging the innovation gap -- External barriers to innovation -- Internal barriers to innovation The modern consumer is no longer attracted by single-minded, predictable and one-benefit-focused brand promises. The old-fashioned FMCG communication strategies based on television, radio and print with constant repetition have become outdated. From Great to Gone shows that what's needed are 'Lego' strategies, whereby the marketing and communication strategies are built up by many key facets (like building blocks) and delivered to the consumer through a mix of various touch points. Most importantly, you need to leave consumers to put all of that together themselves. There are major internal and external hurdles to transforming FMCGs successfully into FICGs - Fast Innovating Consumer Goods. It requires new brand strategies and flatter, more top-down than bottom-up, decision-making organisations and a 21st-century model for advertising agencies. Externally these companies need a new route to market through transformation of their old retail dependencies. Changes are also required in all communication delivery, reflecting modern consumers' connectivity and unlimited access to information. -- BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Consumer behavior fast Consumer goods fast Marketing research fast New products fast Strategic planning fast Wirtschaft Marketing research Consumer behavior Consumer goods New products Strategic planning Rembiszewski, Jimmi Sonstige oth http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=694400 Aggregator Volltext |
| spellingShingle | Lorange, Peter From great to gone why FMCG companies are losing the race for customers BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Consumer behavior fast Consumer goods fast Marketing research fast New products fast Strategic planning fast Wirtschaft Marketing research Consumer behavior Consumer goods New products Strategic planning |
| title | From great to gone why FMCG companies are losing the race for customers |
| title_auth | From great to gone why FMCG companies are losing the race for customers |
| title_exact_search | From great to gone why FMCG companies are losing the race for customers |
| title_full | From great to gone why FMCG companies are losing the race for customers by Peter Lorange and Jimmi Rembiszewski |
| title_fullStr | From great to gone why FMCG companies are losing the race for customers by Peter Lorange and Jimmi Rembiszewski |
| title_full_unstemmed | From great to gone why FMCG companies are losing the race for customers by Peter Lorange and Jimmi Rembiszewski |
| title_short | From great to gone |
| title_sort | from great to gone why fmcg companies are losing the race for customers |
| title_sub | why FMCG companies are losing the race for customers |
| topic | BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Consumer behavior fast Consumer goods fast Marketing research fast New products fast Strategic planning fast Wirtschaft Marketing research Consumer behavior Consumer goods New products Strategic planning |
| topic_facet | BUSINESS & ECONOMICS / Industrial Management BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Management Science BUSINESS & ECONOMICS / Organizational Behavior Consumer behavior Consumer goods Marketing research New products Strategic planning Wirtschaft |
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