Correia The Fluid Consumer

Next Generation Growth and Branding in the Digital Age
1. Auflage 2016
ISBN: 978-3-86414-887-3
Verlag: REDLINE
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, Deutsch, 192 Seiten

The Fluid Consumer takes an in-depth look at how digital technologies are driving profound shifts in consumer expectations and in the consumer packaged goods industry, and it explores the implications of those shifts for business models, branding, and growth strategies.

Branding in the digital world requires new practices and strategies. And, as Teo Correia explains, platform economics demonstrate how brands can leverage the power of network effects to grow.

In this book, Correia builds upon the new model for digital branding: Brands as Platforms, a revolutionary way to approach and leverage digital technologies beyond e-commerce. He also provides a framework to help leaders and managers position their organizations for sustainable growth by leveraging digital technologies to engage consumers, and to optimize innovation efforts, marketing, and channel strategy development.

In a nutshell, The Fluid Consumer:
- Reveals how profoundly the consumer is changing in the digital era, and the ways in which consumer packaged goods companies are evolving and adapting as a result.
- Develops the new model for digital branding – Brands as Platforms – a revolutionary way to approach and leverage digital technologies beyond e-commerce.
- Describes the Four Pillars of Digital Growth needed to achieve digital consumer engagement and position an organization for success.
- Uses case study examples to demonstrate how consumer packaged goods companies are finding new ways to position themselves and stay competitive in the face of industry transformation.

Autoren/Hrsg.

Correia, Teo

Inhaltsverzeichnis

1;Titel;1
2;Table of Contents;6
3;Acknowledgments;10
4;Introduction;14
5;PART I: The Outside Focus;18
6;Chapter One;20
7;Experience or Utility: Setting a Course to Please the Fluid Consumer;20
8;Chapter Two;38
9;The Platform Imperative;38
10;Chapter Three;56
11;Considering Digital Consumer Journeys Without Bias;56
12;Chapter Four;70
13;Staying Relevant in the Big Blur of Makers and Sellers;70
14;PART II: The Inside Focus;94
15;Chapter Five;96
16;The Four Pillars of Digital Growth;96
17;Chapter Six;126
18;Targeting Growth in Emerging and Fragmented Markets;126
19;Chapter Seven;138
20;The Dual-Engine Approach to Innovation;138
21;Chapter Eight;152
22;The “New Normal” Marketing Framework: A Place to Start;152
23;A Forward-Facing Epilogue;166
24;Serving Fluid Consumers 20 Years From Now;166
25;Endnotes;176
26;Index;186
27;About the Author;190