From Great to Gone: Why Fmcg Companies Are Losing the Race for Customers. by Jimmi Rembiszewski and Peter Lorange
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To compete for the modern consumer it is critical to move from being an old-fashioned FMCG to being an FICG - a fast-innovating consumer goods company - but there are major internal and external hurdles to this transformation. Outdated communication strategies based on television, radio and print with constant repetition must be replaced by what the authors call 'Lego' strategies, whereby the marketing and communication strategies are built up by many key facets and delivered to the consumer through a mix of various touch points. From Great to Gone points out what the winners of the 21st century have in common that has enabled them to achieve this transformation.
Format:Hardcover
Language:English
ISBN:1472435567
ISBN13:9781472435569
Release Date:May 2014
Publisher:Routledge
Length:174 Pages
Weight:1.16 lbs.
Dimensions:0.4" x 7.0" x 10.0"
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