New Consumer Marketing - by Susan Baker (Hardcover)

Book Synopsis

"New Consumer Marketing" beschreibt die Realität des neuen Marktumfeldes und zeigt den neuen Verbraucher auf der Suche nach Werterfahrungen.

Das Buch verbindet Marketingideen mit praktischen Ratschlägen.

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.

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.

Vorgestellt wird das Modell 'New Consumer Marketing', das auf Verstehen, Innovation, hoher Flexibilität und drei Kernprozessen beruht, nämlich der Wertdefinition, Wertschöpfung und Wertvermittlung.

Der vermittelte Stoff basiert auf Orginalforschungsdaten der Cranfield School of Management, der führenden britischen Business School für Marketing.

Mit Fallstudien zu Goldfish, Lucozade, Pokemon und Skoda.

Anschaulich und verständlich geschrieben.

From the Back Cover

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.

Review Quotes

"...(a) compact text" (International Journal of Market Research, Vol.47, No.2, 2005)

About the Author

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.