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E-book
Author Rembiszewski, Jimmi, author.

Title From great to gone : why FMCG companies are losing the race for customers / Jimmi Rembiszewski, Peter Lorange
Published London : Routledge, 2016
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Contents Cover; Contents; List of Figures and Tables; Preface and Acknowledgements; Introduction: From Great to Gone; 1 The Dilemmas of FMCGs in the Twenty-first Century; 2 The Rise of the Post-millennium Consumer; 3 From FMCGs to FICGs: Bridging the Innovation Gap; 4 External Barriers to Innovation; 5 Internal Barriers to Innovation; Conclusion: Ingredients -- But No Recipes for Success; Bibliography; Index
Summary To compete for the modern consumer it is critical to move from being an old-fashioned FMCG to being an FICG - a fast-innovating consumer goods company - but there are major internal and external hurdles to this transformation. Outdated communication strategies based on television, radio and print with constant repetition must be replaced by what the authors call 'Lego' strategies, whereby the marketing and communication strategies are built up by many key facets and delivered to the consumer through a mix of various touch points. From Great to Gone points out what the winners of the 21st centu
Notes Previously issued in print: Farnham: Gower, 2015
Bibliography Includes bibliographical references and index
Subject Consumer behavior.
Consumer goods.
Marketing research.
New products.
Strategic planning.
Consumer behavior.
Consumer goods.
Marketing research.
New products.
Strategic planning.
Form Electronic book
Author Lorange, Peter, author.
ISBN 1138279390
1317132246
9781317132257
9781138279391
9781317132240