Fitting international brands for consumers: stewarding transnational brands through the consumerisation continuum

In our complex and changing world, models which can help guide our marketing processes and thinking are extremely valuable.

Fitting international brands for consumers. Stewarding transnational brands through the consumerisation continuum

Sheila Byfield the network Europe, United Kingdom andLinda Caller, Ogilvy and Mather Europe, United Kingdom

THE CONSUMERISATION CONTINUUM

Marketing is both a Relationship with the consumer, based upon a series of transactions which, over time, should result in mutual benefit, and a parallel Dialogue between you and the customer(s), which communicates the information necessary to define the 'relationship'.

D. Mercer (1997)

In an increasingly competitive and complex world,...

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