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

The Fluid Consumer provides a detailed analysis of the consumer and retail industry's profound shifts in the digital era. The book looks deeply into implications for business and branding models but serves also as a practical guide for companies to find innovative modes of operation in the face of digitally empowered consumers. Starting with an analysis on consumer behaviour in the age of hyper-digitisation, the book explores topics such as gathering consumer insights through advanced analytics, finding the optimal channel-mix in digital marketing, leveraging the "Living Services" concept, creating seamless consumer journeys and harnessing the power of start-ups. In doing so, The Fluid Consumer focuses on the rise of an increasingly 'fluid' consumer who combines rapidly dwindling brand loyalty with swiftly growing brand expectations. A comprehensive Closed Loop model explains the best paths for fast moving goods companies to engage with digitalised consumers in the future, providing clear strategies to remain competitive and successful in the new digital era.

Chapter - 01: The Dramatic Digital Empowerment
Chapter - 02: Consumer Minds Digitally Rewired
Section - TWO: Meeting the Challenge of the Fluid Consumer - Next Generation Business Models, and Branding
Chapter - 03: Strategic Choices No Company in the New Consumer Industry Can Avoid
Chapter - 04: A Perfect Fluid Consumer Journey
Chapter - 05: Meeting the Challenge of the Fluid Consumer - Crafting Consumer Experience Effectively
Chapter - 06: Meeting the Challenge of the Fluid Consumer - Crafting Omni-Channel Concepts Effectively
Chapter - 07: Meeting the Challenge of the Fluid Consumer - Crafting Digital Marketing Effectively
Chapter - 08: Meeting the Challenge of the Fluid Consumer - Crafting Data Mining to Get Consumer Insights Effectively
Section - THREE: Laying Ground - Looking Forward
Chapter - 09: Building the Fluid Consumer Driven Organisation
Chapter - 10: The New Age of the Fluid Consumer Has Only Started - What's Next?

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

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