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From Great to Gone: Why FMCG Companies are Losing the Race for C
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- Title
- From Great to Gone: Why FMCG Companies are Losing the Race for C
- ISBN
- 9781138279391
關於產品
Product Identifiers
Publisher
Taylor & Francis Group
ISBN-10
1138279390
ISBN-13
9781138279391
eBay Product ID (ePID)
234329485
Product Key Features
Number of Pages
174 Pages
Language
English
Publication Name
From Great to Gone : Why Fmcg Companies Are Losing the Race for Customers
Subject
Education, Entrepreneurship, General
Publication Year
2016
Type
Textbook
Subject Area
Business & Economics
Format
Trade Paperback
Dimensions
Item Height
0.5 in
Item Weight
16 Oz
Item Length
9.8 in
Item Width
6.8 in
Additional Product Features
Intended Audience
Scholarly & Professional
Reviews
Shortlisted: Marketing Book of the Year 2015 in association with M&SB Marketing & Sales Books 'A typical Rembiszewski product - rumbustious and controversial, but genuine, intelligent and practical.' Sir Martin Sorrell, CEO, WPP 'This book will open your mind to a new consumer and a new way of going to market. It is a true wake up call (innovate or die!) filled with loads of practical advice and real life examples of great successes. You will emerge from reading it a marketer ready for the 21st century.' Shelly Lazarus, Chairman Emeritus, Ogilvy & Mather
Table Of Content
Introduction: From Great to Gone; Chapter 1 The Dilemmas of FMCGs in the Twenty-first Century; Chapter 2 The Rise of the Post-millennium Consumer; Chapter 3 From FMCGs to FICGs: Bridging the Innovation Gap; Chapter 4 External Barriers to Innovation; Chapter 5 Internal Barriers to Innovation; conclusion Conclusion: Ingredients - But No Recipes for Success;
Synopsis
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 Outdated communication strategies based on television, radio and print with constant repetition must be replaced by what the authors call 'Lego' strategies, whereby the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 century have in common that has enabled them to achieve this transformation., 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. In the book the authors showcase what the winners of the 21st century have in common that has enabled them to become FICGs. New, unimagined models continue emerge, to which, with the authors guidance producers and retailers may develop their own sustainable responses.", 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. In the book the authors showcase what the winners of the 21st century have in common that has enabled them to become FICGs. New, unimagined models continue emerge, to which, with the authors' guidance producers and retailers may develop their own sustainable responses.
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此商店的熱門類別
賣家信用評價 （558,909）
- 7***e (33)- 買家留下的信用評價。過去 1 個月購買已獲認證Amazing price and super fast shipping. Book arrived exactly as described in the correct box meant to ship books. No bumps or dings in the corner because of the attention to packaging. I'll keep an eye on this seller for another purchase. Highly recommend this seller!!!!
- 5***w (1174)- 買家留下的信用評價。過去 1 個月購買已獲認證The book that was shown was not the book that I received. Nonetheless, when I informed the seller that it wasn't the item they advertised-/they were more than willing to make it right. Since they didn't have another copy of the title I was expecting, they promptly issued an apology; and refund full refund. I really appreciated the speed at which they were willing to make things right with this transaction. I will definitely not hesitate to do business with them again. Thank You!
- f***f (1630)- 買家留下的信用評價。過去 6 個月購買已獲認證Excellent Seller, Goes the Extra Mile. The Seller Was Incredibly Communicative. Smooth Transaction, Shipped Very Quickly, As Advertised; Good Price; Well Packaged & Delivered Within a Few Days. Item in Described Promised Condition, Thank You Very Much!!!!!!!!!!! A+Sam's Letters To Jennifer By James Patterson. 9780316000741（#394523567865）