{"product_id":"new-consumer-marketing-isbn-9780470844823","title":"New Consumer Marketing","description":"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.\"New Consumer Marketing\" beschreibt die Realität des neuen Marktumfeldes und zeigt den neuen Verbraucher auf der Suche nach Werterfahrungen.\u003cbr\u003e \u003cbr\u003e Das Buch verbindet Marketingideen mit praktischen Ratschlägen.\u003cbr\u003e \u003cbr\u003e Autorin Susan Baker erläutert zukünftige Herausforderungen an das Marketing und macht deutlich dass Kunden - auch wenn sie mittlerweile viel fordernder sind, sich besser im Internet auskennen, stärker unter Zeitdruck stehen und ein größeres globales Bewusstsein haben als je zuvor, sie doch immer noch Individuen sind, die eines gemeinsam haben: den Wunsch nach Wert.\u003cbr\u003e \u003cbr\u003e Vor diesem Hintergrund bietet sie ein praktisches Konzept an für den Umgang mit der \"Nachfrage\"-Kette, die - wenn sie effektiv funktioniert - Kunden wie auch Aktionären dauerhaft Wert vermittelt.\u003cbr\u003e \u003cbr\u003e Vorgestellt wird das Modell 'New Consumer Marketing', das auf Verstehen, Innovation, hoher Flexibilität und drei Kernprozessen beruht, nämlich der Wertdefinition, Wertschöpfung und Wertvermittlung.\u003cbr\u003e \u003cbr\u003e Der vermittelte Stoff basiert auf Orginalforschungsdaten der Cranfield School of Management, der führenden britischen Business School für Marketing.\u003cbr\u003e \u003cbr\u003e Mit Fallstudien zu Goldfish, Lucozade, Pokemon und Skoda.\u003cbr\u003e \u003cbr\u003e Anschaulich und verständlich geschrieben. \u003cp\u003eForeword ix\u003c\/p\u003e \u003cp\u003eAcknowledgements xi\u003c\/p\u003e \u003cp\u003eAbout the Author xiii\u003c\/p\u003e \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003eMeeting the Challenges 3\u003c\/p\u003e \u003cp\u003eOverview of the Book 6\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Earthquake! 9\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMarketing in Crisis 10\u003c\/p\u003e \u003cp\u003eThe Evolution of Marketing 12\u003c\/p\u003e \u003cp\u003eThe Rise of Relationship Marketing 14\u003c\/p\u003e \u003cp\u003eThe Test of CRM 15\u003c\/p\u003e \u003cp\u003eChanges in the Macro-Marketing Environment 18\u003c\/p\u003e \u003cp\u003eImplications for Consumer Marketing 21\u003c\/p\u003e \u003cp\u003eSummary Points 22\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 The New Consumer 23\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eConsumption in Transformation 23\u003c\/p\u003e \u003cp\u003eExpansion of the Consumer Concept 24\u003c\/p\u003e \u003cp\u003eDefence of Consumer Rights 25\u003c\/p\u003e \u003cp\u003eConsumption Management in Question 27\u003c\/p\u003e \u003cp\u003eA New Kind of Consumer 27\u003c\/p\u003e \u003cp\u003eNew Consumers Are Exercised By Time 28\u003c\/p\u003e \u003cp\u003eNew Consumers Lead Complex Lives 30\u003c\/p\u003e \u003cp\u003eNew Consumers Seek Experiences 31\u003c\/p\u003e \u003cp\u003eNew Consumers Are Marketing Literate and Highly Demanding 31\u003c\/p\u003e \u003cp\u003eNew Consumers Are IT Enabled 32\u003c\/p\u003e \u003cp\u003eImplications for Consumer Marketing 33\u003c\/p\u003e \u003cp\u003eSummary Points 34\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Concerns of Brand Owners and Retailers 37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKey Issues for Brand Owners 37\u003c\/p\u003e \u003cp\u003eThe Force of Globalization 38\u003c\/p\u003e \u003cp\u003eThe Debate about the Future of Manufacturing 39\u003c\/p\u003e \u003cp\u003eThe Growth in Retailer Power 40\u003c\/p\u003e \u003cp\u003eThe Need to Balance Cost Reduction and Sales Growth 41\u003c\/p\u003e \u003cp\u003eThe Search for Innovation 42\u003c\/p\u003e \u003cp\u003eThe Retailers’ Response 42\u003c\/p\u003e \u003cp\u003eTrading across Multiple Locations 43\u003c\/p\u003e \u003cp\u003eTrading across Multiple Formats 44\u003c\/p\u003e \u003cp\u003eUse of Multiple Channels 44\u003c\/p\u003e \u003cp\u003eEditing Choice in Store 44\u003c\/p\u003e \u003cp\u003eEnhancing Retail Branding 45\u003c\/p\u003e \u003cp\u003eDeveloping Multinational Operations 45\u003c\/p\u003e \u003cp\u003ePursuing Customer Loyalty 45\u003c\/p\u003e \u003cp\u003eImplications for Consumer Marketing 48\u003c\/p\u003e \u003cp\u003eSummary Points 48\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 New Consumer Marketing 51\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNew Consumer Marketing – What Is it? 51\u003c\/p\u003e \u003cp\u003eA Response to the New Consumer 52\u003c\/p\u003e \u003cp\u003eA Response to the Interactive Marketplace 53\u003c\/p\u003e \u003cp\u003eA Response to Ineffective Consumption Management 54\u003c\/p\u003e \u003cp\u003eNew Consumer Marketing – What Does it Mean? 55\u003c\/p\u003e \u003cp\u003eAdopting Value-Centricity 55\u003c\/p\u003e \u003cp\u003eApplying Science 57\u003c\/p\u003e \u003cp\u003eBreaking out of Binary Thinking 58\u003c\/p\u003e \u003cp\u003eNew Consumer Marketing – Who Is Involved? 60\u003c\/p\u003e \u003cp\u003eImplications for Consumer Marketing 61\u003c\/p\u003e \u003cp\u003eSummary Points 61\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 A Model of New Consumer Marketing 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTo Recap 63\u003c\/p\u003e \u003cp\u003eKey Challenges Facing New Consumer Marketing 65\u003c\/p\u003e \u003cp\u003eAddressing the Concerns of Brand Owners and Retailers 65\u003c\/p\u003e \u003cp\u003eEmbracing the New Consumer 66\u003c\/p\u003e \u003cp\u003eDeveloping Real Consumer Responsiveness 66\u003c\/p\u003e \u003cp\u003eLifting Marketing Out of its Crisis 67\u003c\/p\u003e \u003cp\u003eThe New Consumer Marketing Model 67\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Value Definition 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Role of Insight in Value Definition 74\u003c\/p\u003e \u003cp\u003eIdentifying the Factors that Enhance, Maintain and Destroy Value 74\u003c\/p\u003e \u003cp\u003eUnderstanding the Meaning of the Value Factors 78\u003c\/p\u003e \u003cp\u003eThe Role of Traditional Market Research in Value Definition 79\u003c\/p\u003e \u003cp\u003eUsing Quantitative Research 80\u003c\/p\u003e \u003cp\u003eUsing Qualitative Research 82\u003c\/p\u003e \u003cp\u003eNeed-States Analysis 86\u003c\/p\u003e \u003cp\u003eThe Role of Non-Traditional Market Sensing in Value Definition 88\u003c\/p\u003e \u003cp\u003eUsing Database Systems 88\u003c\/p\u003e \u003cp\u003eUsing CRM Systems 89\u003c\/p\u003e \u003cp\u003eUsing Front-line Staff 91\u003c\/p\u003e \u003cp\u003eThe Role of Segmentation in Value Definition 91\u003c\/p\u003e \u003cp\u003eCreating a Segmentation Analysis 93\u003c\/p\u003e \u003cp\u003eThe Role of Insight Generators in Value Definition 97\u003c\/p\u003e \u003cp\u003eSummary Points 99\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Value Creation 101\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Role of Innovation in Value Creation 102\u003c\/p\u003e \u003cp\u003eConsumers as Innovators 104\u003c\/p\u003e \u003cp\u003eInnovation through Process or People? 106\u003c\/p\u003e \u003cp\u003eInnovation as a Dynamic Capability 107\u003c\/p\u003e \u003cp\u003eA Radical Approach to Innovation 109\u003c\/p\u003e \u003cp\u003eThe Role of New Product Development in Value Creation 111\u003c\/p\u003e \u003cp\u003eThe Role of Branding in Value Creation 113\u003c\/p\u003e \u003cp\u003eBuilding Successful Brands 116\u003c\/p\u003e \u003cp\u003eEmerging Brand Issues 119\u003c\/p\u003e \u003cp\u003eThe Role of Positioning in Value Creation 120\u003c\/p\u003e \u003cp\u003eDrawing out the Emotional Message 121\u003c\/p\u003e \u003cp\u003eThe Positioning Process 123\u003c\/p\u003e \u003cp\u003eThe Role of Price in Value Creation 125\u003c\/p\u003e \u003cp\u003eThe Evaluation of Value 127\u003c\/p\u003e \u003cp\u003eSummary Points 129\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Value Delivery 131\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Role of Agility in Value Delivery 131\u003c\/p\u003e \u003cp\u003eThe Role of Media and Channels in Value Delivery 133\u003c\/p\u003e \u003cp\u003eMaking the Most of Media Choices 136\u003c\/p\u003e \u003cp\u003eMaking the Most of Channel Choices 139\u003c\/p\u003e \u003cp\u003eThe Role of Service in Value Delivery 141\u003c\/p\u003e \u003cp\u003eCreating a Service Strategy 142\u003c\/p\u003e \u003cp\u003eRecruiting and Motivating Staff 143\u003c\/p\u003e \u003cp\u003eEmpowering Employees to Live the Brand 146\u003c\/p\u003e \u003cp\u003eThe Role of Technology Integration in Value Delivery 148\u003c\/p\u003e \u003cp\u003eThe Role of the Supply Chain in Value Delivery 152\u003c\/p\u003e \u003cp\u003eCompeting through the Supply Chain 153\u003c\/p\u003e \u003cp\u003eConsumer Responsiveness through Time Compression 154\u003c\/p\u003e \u003cp\u003eSummary Points 159\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Demand System Management 161\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Role of Intuition in Demand System Management 163\u003c\/p\u003e \u003cp\u003eThe Role of Culture and Structure in Demand System Management 165\u003c\/p\u003e \u003cp\u003eCulture 165\u003c\/p\u003e \u003cp\u003eStructure 168\u003c\/p\u003e \u003cp\u003eThe Role of Leadership, Vision and Values in Demand System Management 170\u003c\/p\u003e \u003cp\u003eLeadership 170\u003c\/p\u003e \u003cp\u003eVision 171\u003c\/p\u003e \u003cp\u003eValues 172\u003c\/p\u003e \u003cp\u003eThe Role of Employees in Demand System Management 175\u003c\/p\u003e \u003cp\u003eThe Role of Knowledge Management in Demand System Management 179\u003c\/p\u003e \u003cp\u003eThe Role of Planning in Demand System Management 181\u003c\/p\u003e \u003cp\u003eThe Role of Measurement in Demand System Management 185\u003c\/p\u003e \u003cp\u003eSummary Points 187\u003c\/p\u003e \u003cp\u003eConcluding Remarks 188\u003c\/p\u003e \u003cp\u003eNotes 189\u003c\/p\u003e \u003cp\u003eReferences 191\u003c\/p\u003e \u003cp\u003eIndex 197\u003c\/p\u003e “…(a) compact text” (International Journal of Market Research, Vol.47, No.2, 2005) \u003cp\u003eFollowing ten years as a marketing practitioner, \u003cb\u003eSusan Baker\u003c\/b\u003e 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.\u003c\/p\u003e  \u003ci\u003eNew Consumer Marketing\u003c\/i\u003e is underscored by a compelling premise: a New Consumer and a new marketplace are emerging as a result of seismic change in the macro-marketing environment. As the tectonic plates move, organizations find themselves caught in the shift from a production-driven to a consumption-led economy (where the nature of the exchange is different and being exacerbated by the force of the internet and e-commerce). This shift creates a number of key challenges for consumer marketing:  \u003cul\u003e \u003cli\u003eHow can companies best connect with the New Consumer?\u003c\/li\u003e \u003cli\u003eHow can the concerns of brand owners and retailers best be addressed?\u003c\/li\u003e \u003cli\u003eHow can organizations develop real consumer responsiveness?\u003c\/li\u003e \u003cli\u003eHow can marketing be lifted out of its crisis?\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThe solutions lie in managing marketing as a demand system. This requires turning the supply chain on its head, and taking the consumer as the organization’s point of departure and not its final destination. To succeed, organizations must adopt a value-centric orientation. Only by focusing on delivering the value consum ers actually desire, can they make the radical transition to the post-quake economy.\u003c\/p\u003e \u003cp\u003eThis masterful book advocates a model of New Consumer Marketing that draws on learning from the living sciences. Susan Baker identifies three key processes - value definition, value creation and value delivery - and integrates them in an organic framework for meeting the needs of New Consumers through superior levels of insight, innovation and agility.\u003c\/p\u003e \u003cp\u003eSusan then explains how the seven elements that make up an organization’s ‘DNA’ work to optimise performance and ensure competitive survival. These elements comprise:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eIntuition\u003c\/li\u003e \u003cli\u003eCulture and structure\u003c\/li\u003e \u003cli\u003eLeadership, vision and values\u003c\/li\u003e \u003cli\u003eEmployees\u003c\/li\u003e \u003cli\u003eKnowledge management\u003c\/li\u003e \u003cli\u003ePlanning\u003c\/li\u003e \u003cli\u003eMeasurement\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eTo illustrate the essential concepts and techniques of New Consumer Marketing, this clearly written book provides a rich sample of case studies. It is crucial reading for all those who need to get closer to the New Consumer.\u003c\/p\u003e  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?  \u003cp\u003e\u003ci\u003eNew Consumer Marketing\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eThis 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.\u003c\/p\u003e \u003cp\u003e\u003ci\u003e\"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.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003e\"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.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003e\"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.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003e\"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.\u003c\/i\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989686141157,"sku":"NP9780470844823","price":70.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470844823.jpg?v=1761785101","url":"https:\/\/k12savings.com\/products\/new-consumer-marketing-isbn-9780470844823","provider":"K12savings","version":"1.0","type":"link"}