商品詳細

This text provides a comprehensive picture of consumer dynamics and spending habits and seeks to give business executives the tools they need to predict and profit from emerging trends. Readers should find out how to analyze the impact of economic, demographic, technological, environmental and other changes on consumer spending. They should also learn how to take advantage of these emerging trends to build their businesses. The book shows how to develop a fuller picture of consumer behaviour using nine key drivers, including: economy; technology; globalization; and demographics. It features numerous examples of companies who are adopting these techniques in response to the changing market, as well as companies who have already suffered from their lack of responsiveness to the new customer.