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,...