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Description - New Consumer Marketing by Susan C. Baker

This text 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.

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Book Details

ISBN: 9780470844823
ISBN-10: 0470844825
Format: Hardback
(235mm x 165mm x 18mm)
Pages: 218
Imprint: John Wiley & Sons Ltd
Publisher: John Wiley and Sons Ltd
Publish Date: 27-Jun-2003
Country of Publication: United Kingdom

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Author Biography - Susan C. Baker

Following ten years as a marketing practitioner, Susan earned her PhD in management sciences from Cranfield School of Management where she now specialises in consumer marketing. She founded and directs the New Marketing Research Group, which works together with a consortium of client organizations to understand the impact on marketing of the New Consumer (www.new-marketing.org). She is a frequent keynote speaker at marketing and management conferences and can be contacted at s.l.baker@cranfield.ac.uk.

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