Research Catalog

The fluid consumer : next generation growth and branding in the digital age

Title
The fluid consumer : next generation growth and branding in the digital age / Teo Correia.
Author
Correia, Teo
Publication
  • London : Kogan Page ; München : Redline Verlag, 2017.
  • ©2017

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Details

Description
190 pages : illustrations; 22 cm
Summary
'The Fluid Consumer' takes an in-depth look at the consumer and retail industry's profound shifts in the digital age, and their implications for business models and branding. It provides clear instructions to allow businesses to define new operating models and adopt disruptive new ways of digital consumer engagement.
Subject
  • Internet marketing
  • Consumer behavior
  • Electronic commerce
  • Marketing sur Internet
  • Consommateurs > Comportement
  • Commerce électronique
  • Business and Management
Bibliography (note)
  • Includes bibliographical references and index.
Contents
The outside focus. Experience or utility : setting a course to please the fluid consumer -- The platform imperative -- Considering digital consumer journeys without bias -- Staying relevant in the big blur of makers and sellers -- The inside focus. The four pillars of digital growth -- Targeting growth in emerging and fragmented markets -- The dual engine approach to innovation -- The "new normal" marketing framework : a place to start -- A forward facing epilogue: Serving fluid consumers 20 years from now.
ISBN
  • 9780749478377
  • 0749478373
OCLC
  • ocn966660584
  • 966660584
  • SCSB-8855432
Owning Institutions
Princeton University Library