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


Extraordinary changes in the marketing environment over recent decades have altered the way in which firms go to market and build relationships with consumers.1Developments in information technology have delivered the internet, the contact centre and the direct mail industry, against a background of a shifting macro-marketing environment, one that has moved from being production driven to consumption led (Grant 1999; Venkatesh 1999; Baker 2003). The firm has responded by shifting...

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