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The Resource From great to gone : why FMCG companies are losing the race for customers, Peter Lorange, Jimmi Rembiszewski, (electronic resource)

From great to gone : why FMCG companies are losing the race for customers, Peter Lorange, Jimmi Rembiszewski, (electronic resource)

Label
From great to gone : why FMCG companies are losing the race for customers
Title
From great to gone
Title remainder
why FMCG companies are losing the race for customers
Statement of responsibility
Peter Lorange, Jimmi Rembiszewski
Creator
Contributor
Author
Subject
Language
eng
Summary
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old-fashioned FMCG communication strategies based on television, radio and print with constant repetition have become outdated.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. --
Additional physical form
Available also in a print ed.
Assigning source
Edited summary from book
Cataloging source
CtWfDGI
Illustrations
illustrations
Index
index present
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
From great to gone : why FMCG companies are losing the race for customers, Peter Lorange, Jimmi Rembiszewski, (electronic resource)
Label
From great to gone : why FMCG companies are losing the race for customers, Peter Lorange, Jimmi Rembiszewski, (electronic resource)
Publication
Note
Title from title screen
Related Contributor
Related Location
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Related Subjects
Bibliography note
Includes bibliographical references and index
Color
other
Computer file characteristics
Computer document.
http://library.link/vocab/cover_art
https://contentcafe2.btol.com/ContentCafe/Jacket.aspx?Return=1&Type=S&Value=9781472435583&userID=ebsco-test&password=ebsco-test
Dimensions
unknown
http://library.link/vocab/discovery_link
{'f': 'http://opac.lib.rpi.edu/record=b4315584'}
Form of item
online
Isbn
9781472435583
Isbn Type
(ePDF)
Issuing body
Digitized and made available by: Books24x7.com.
Specific material designation
remote
System details
Mode of access: Internet via World Wide Web
Type of computer file
Text.

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