Keeping the consumer in mind.(the brand management approach should be replaced by a consumer management system): An article from: Food Processing

This digital document is an article from Food Processing, published by Putman Media, Inc. on September 1, 1999. The length of the article is 1031 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: The traditional brand management system should be dismantled by marketing organizations in favor of a consumer management system. In a consumer management system, firms organize their operations around their customers, not around brands. In addition, different customers are treated individually. Another benefit to be derived from a consumer-oriented approach is maximized return for a line of products due to specific targeting. However, implementing such changes would surely encounter stiff resistance from brand managers who will surely lose their power as a result of the shift to consumer focus.

Citation Details
Title: Keeping the consumer in mind.(the brand management approach should be replaced by a consumer management system)
Author: John L. Stanton
Publication:Food Processing (Magazine/Journal)
Date: September 1, 1999
Publisher: Putman Media, Inc.
Volume: 60 Issue: 9 Page: 42(2)

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