1Marketing Department, ESSEC Business School, Avenue Bernard Hirsch, BP 50105, 95021 Cergy, Pontoise cedex, France
Tóm tắt
This article questions whether once the world recovers from the Global Financial Crisis of the late 00's, major Fast Moving Consumer Goods will return to the same playfield as before. If the GFC is essentially riding a recession, marketers and retailers could expect their old successful approaches to the consumers to work again well. If the GFC is essentially revealing a hidden and ripening mutation of the socio-economic environment which once having come out will not go back in hiding, then the marketing world of FMCGs will have durably changed and marketers, both on the manufacturing and retailing fronts, will need to deeply change their approaches to the consumers’ pocketbooks. The article contends that a mutation is indeed what the world is currently living through.
Tài liệu tham khảo
Maslow A.H., 1943, Psychological Review, 50, 370, 10.1037/h0054346
Tixier D., 1987, Journal of Direct Marketing, 1, 57, 10.1002/dir.4000010111
