From great to gone [electronic resource] : why FMCG companies are losing the race for customers / Peter Lorange and Jimmi Rembiszewski.

From great to gone [electronic resource] : why FMCG companies are losing the race for customers / Peter Lorange and Jimmi Rembiszewski.

9781472435576 electronic book
9781472435569
9781472435583

Farnham, Surrey, England ; Burlington, Vermont : Gower, 2014.

©2014

English

1 online resource (174 pages) : illustrations, tables

HF5415.2 .L67 2014eb

658.4/012

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 Outdated communication strategies based on television, radio and print with constant repetition must be replaced by what the authors call 'Lego' strategies, whereby the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.

Includes bibliographical references and index.

Access limited to authorized users.

Description based on print version record.

Online Resources > Ebooks
All Resources