商品詳細

The new consumer is young, media-savvy, fluent in advertising, brand literate and a mystery to most companies. The other new consumer is over 50, in control of the bulk assets and wealth of the developed economies and is also a mystery to most marketers. Marketers must redefine customer care itself - simple (but expensive) CRM systems will not help. "Customer Care and Competitive Advantage" explores, in two parts, the deep-seated nature of this change and its implications for business. The first examines the nature and emergence of the new consumer, the second examines the implications for marketing planning and customer care, and as a consequence, competitive advantage.