New Consumer Marketing: Managing Dynamic Demand Systems

Author: Becker
Publisher:
Publish Date: 2005-05-01
Features: Why do marketing techniques that once worked repeatedly no longer seem effective? Is marketing still important to businesses? Is marketing truly facing a survival crisis? The emergence of new types of consumers is making traditional marketing methods obsolete. They are not only well-informed and powerful but also exhibit greater dynamism overall. To establish effective connections with them, businesses must adopt new strategies. We are transitioning from a production-driven economy to a consumer-guided economy. The relatively stable market environment has been replaced by a dynamic, complex, and uncertain one, and the nature of transactions has changed. This transformation is posing significant challenges for customer marketing: accepting new types of consumers, addressing the concerns of brand manufacturers and retailers, helping businesses establish real-time customer response mechanisms, and enabling marketing to overcome its crisis.
The New Consumer Marketing Model provides theoretical guidance for industry professionals in creating and managing transaction processes under competitive conditions. It helps businesses describe and frame their marketing strategies, identifies the customer segments they seek to serve, and determines their competitive landscape and methods. This book primarily covers the following sections: the marketing crisis businesses face, the characteristics of new consumers, the concerns of brand manufacturers and retailers, new consumer marketing and the model, value definition, value creation, value delivery, and demand system management.
The author raises the question of how marketing needs to transform in response to the ongoing economic structural shift—from production-driven to consumer-guided. She perfectly aligns marketing with the changing business trends in the market, highlighting the true challenges faced by many businesses in their pursuit of expanding market share, increasing profitability, and achieving higher profits.