The Fluid Consumer : Next Generation Growth and Branding in the Digital Age.

Titel -- Table of Contents -- Acknowledgments -- Introduction -- PART I: The Outside Focus -- Chapter One -- Experience or Utility: Setting a Course to Please the Fluid Consumer -- Chapter Two -- The Platform Imperative -- Chapter Three -- Considering Digital Consumer Journeys Without Bias -- Chapter Four -- Staying Relevant in the Big Blur of Makers and Sellers -- PART II: The Inside Focus -- Chapter Five -- The Four Pillars of Digital Growth -- Chapter Six -- Targeting Growth in Emerging and Fragmented Markets -- Chapter Seven -- The Dual-Engine Approach to Innovation -- Chapter Eight -- The "New Normal" Marketing Framework: A Place to Start -- A Forward-Facing Epilogue -- Serving Fluid Consumers 20 Years From Now -- Endnotes -- Index -- About the Author.