Escaping the channel silo - researching the new consumer

It has been widely argued that the new consumer is active, knowledgeable, demanding, channel-hopping and, above all, experience-seeking.
  

Escaping the channel silo - researching the new consumer

Hester Stuart-MentethThe Eton Collection

Hugh Wilson and Susan BakerCranfield School of Management

INTRODUCTION

Extraordinary changes in the marketing environment over recent decades have...