Harness the Future: The 9 Keys to Emerging Consumer Behaviour - Hardcover

Roberts, Shirley

Hardcover

ISBN 10: 0471642355 ISBN 13: 9780471642350

Publisher: John Wiley & Sons, 1998

Synopsis

This text provides a comprehensive picture of consumer dynamics and spending habits and seeks to give business executives the tools they need to predict and profit from emerging trends. Readers should find out how to analyze the impact of economic, demographic, technological, environmental and other changes on consumer spending. They should also learn how to take advantage of these emerging trends to build their businesses. The book shows how to develop a fuller picture of consumer behaviour using nine key drivers, including: economy; technology; globalization; and demographics. It features numerous examples of companies who are adopting these techniques in response to the changing market, as well as companies who have already suffered from their lack of responsiveness to the new customer.

About this title

About the Author

Shirley Roberts is the founder of Market-Driven Solutions Inc., a consumer strategy and research consulting practice that specializes in the consumer goods and services industries. She focuses on helping client companies understand emerging consumer trends and their business implications. Her clients include Nabisco Ltd.; Kitchens of Sara Lee; Scott's Food Service, KFC Division; and Quadrant Cosmetics Corporation.

Prior to starting her own consulting practice, Shirley Roberts spent fifteen years as a marketer in the packaged goods industry with Colgate-Palmolive, The Borden Company, Nabisco Brands, and Maple Leaf Foods, rising to the director of marketing level. She also spent two years as a senior consultant with Tandem International, a marketing and sales consulting firm. Shirley is a graduate of The Richard Ivey School of Business at the University of Western Ontario. She speaks and writes frequently on the topic of consumer trends.

From the Back Cover

It is no secret that the world is being transformed at an alarmingly rapid pace, and that business today is not business as usual. But how do you keep track of what all this change is doing to your customers and their spending habits?

Harness the Future shows how to develop a full picture of consumer dynamics and spending habits by examining consumer behaviour using nine key drivers:

• Economy
• Technology
• Globalization
• Government
• Environment
• Demographics
• Consumer Psyche
• Wellness
• Retailing

Harness the Future goes beyond simply describing consumer behaviour. It also gives you the tools you need to predict and profit from the emerging trends.

Examines key trends in each area that drives your business.

Identifies which market sectors to place your bets on early in the next century.

Explains how to track, analyze, and predict changes in consumer behaviour in your own business.

Shows how to leverage today? s trends to create tomorrow? s profits.

From the Inside Flap

Its not news to anyone in business that the rules of the game are changing faster than ever before, and so are patterns of consumer behaviour and spending. Rapid change on many fronts means that power has shifted away from businesses and into the hands of consumers:

• Globalization and technology have increased consumers buying options and knowledge, and have intensified competition.
• Technological advances have raised quality standards, increased consumers expectations, and lowered product differentiation.
• Demographic shifts that go well beyond ageing baby-boomers are significantly influencing the market place.

But just how do you identify all the factors that have a significant influence on consumer buying behaviour in a rapidly changing world? And more importantly what do you do about them in your own business? Harness the Future shows how to paint a comprehensive picture of your customers by examining trends in nine key areas:

• Economy
• Technology
• Globalization
• Government
• Environment
• Demographics
• Consumer Psyche
• Wellness
• Retailing

But beyond telling about the way things are and will be, Harness the Future also shows you how to predict and profit from changing consumer behaviour.

• Shows how to track and analyze the trends that affect your own business.
• Identifies emerging trends to help you understand consumer behavior in the future.
• Provides valuable strategies, planning tools, and business-building ideas.
• Features examples of trailblazing companies that are using these techniques to harness their future.

Edition details

• Publisher: John Wiley & Sons
• Publication date: 1998
• Language: English
• ISBN 10: 0471642355
• ISBN 13: 9780471642350
• Binding: Hardcover
• Number of pages: 302