From Great to Gone Why FMCG Companies are Losing the Race for Customers

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old-fashioned FMCG communication strategies based on television, radio and print with constant repetition have become outdated.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 &#...

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Bibliographische Detailangaben

1. Verfasser:	Lorange, Peter (VerfasserIn)
Format:	Elektronisch E-Book
Sprache:	English
Veröffentlicht:	Farnham Taylor and Francis 2016
Schlagworte:	Consumer behavior Consumer goods Marketing research New products Strategic planning
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