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New Consumer Marketing

Managing a Living Demand System

New Consumer Marketing by Susan Baker
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Because of the Internet and globalization, the fast moving consumer goods market has been turned on its head and made more competitive than ever. This book synthesizes emerging marketing thinking in the consumer domain with practical advice on how to profit from changes. It illustrates the key issues facing the fast moving consumer goods industry and provides an analysis of cutting-edge management research and academic insight.
Wiley; November 2004
220 pages; ISBN 9780470868416
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Title: New Consumer Marketing
Author: Susan Baker
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