tailieunhanh - New directions Consumer goods companies hone a cross-channel approach to consumer marketing

The apparel and footwear industries are highly competitive and fragmented due to low barriers of entry. It is fairly easy for new companies to enter into the apparel and footwear industry, however most companies lack staying power mostly because resources are undercapitalized or there is a “lack of broad-based global sourcing” (Wagle). Most small companies who have entered the apparel and footwear market do not have the technology and systems infrastructure used by major retailers. “They also generally lack marketing muscle to give their products the exposure needed to build brand loyalty among consumers. These entrepreneurs. | New directions Consumer goods companies hone a cross-channel approach to consumer marketing Contents Preface Executive summary 3 About the survey 3 Introduction shifting behaviours shifting priorities 5 Nurturing engagement loyalty and sales across multiple channels 7 The e-commerce opportunity 9 A cross-channel perspective mixing the old with the new 11 Direct connections drive consumer insights 12 Conclusion the road ahead 13 Appendix survey results 15 1 Economist Intelligence Unit Limited 2012 New directions Consumer goods companies hone a cross-channel approach to consumer marketing Preface New directions Consumer goods companies hone a cross-channel approach to consumer marketing explores the shifting behaviours and priorities of consumer goods companies towards their consumers. The Economist Intelligence Unit conducted the survey and analysis and wrote the report. The findings and views expressed in this report do not necessarily reflect the views of the sponsor. The author was Rob O Regan. Gilda Stahl edited the report and Mike Kenny was responsible for layout. We would like to thank all of the executives who participated in the survey and interviews for their valuable time and insight. February 2012 2 Economist Intelligence Unit Limited .

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