To compete for the modern consumer it is critical to move from being an old-fashioned FMCG to being an FICG - a fast-innovating consumer goods company - but there are major internal and external hurdles to this transformation. Outdated communication strategies based on television, radio and print with constant repetition must be replaced by what the authors call aLegoa strategies, whereby the marketing and communication strategies are built up by many key facets and delivered to the consumer through a mix of various touch points. From Great to Gone points out what the winners of the 21st century have in common that has enabled them to achieve this transformation.Marchionne decided to relaunch the Fiat 500, which had been discontinued more than 15 years earlier. And he challenged prospective customers via the internet and social media to let him know what the key features of a relaunched Fiat 500anbsp;...
|Title||:||From Great to Gone|
|Author||:||Mr Jimmi Rembiszewski, Prof Dr Peter Lorange|
|Publisher||:||Gower Publishing, Ltd. - 2014-05-28|