The Fluid Consumer: Next Generation Growth and Branding in the Digital Age (Hardcover) (ISBN-13: 9780749478377)

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.

Author: Teo Correia
ISBN-10: 0749478373
ISBN-13: 9780749478377
Publisher: Kogan Page
Language: English
Published: 11/29/2016
Pages: 200
Format: Hardcover
Weight: 0.80lbs
Size: 8.40h x 5.90w x 0.60d