Marketing

THE MARKETING CHALLENGE
A Discussion on the Effectiveness of selling
consumer goods diligence Capgemini Consulting Copyright: Capgemini 2006
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Capgemini Deutschland GmbH
Marketing & adenosine monophosphate; Communications
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marketing.de@capgemini.com
www.de.capgemini.com
About the Author
As wickedness President, Dr. Harald Münzberg is responsible for the consulting atomic number 18a Consumer Goods
Industry and Trade at Capgemini Deutschland
GmbH. His work areas also include business transformation, marketing & gross revenue strategies, and complexity reduction programmes, taking into consideration the productivity-increasing cause of the
information technology. He consults leading branded goods and trade companies.
Dr. Harald MünzbergTHE MARKETING CHALLENGE
A Discussion on the Effectiveness of Marketing
twain in Germany and world-wide, the consumer goods industry is repeatedly moving like a roller coaster. Sometimes, the discount trade seems to become the dominating sales form. In other phases, the brand experiences a renaissance previously
considered intimately impossible. Marketing must respond to all these challenges with
the right measures or, in an optimal case, even control actively.




The articles compiled in this paper stupefy to initiate a discussion on the effectiveness
of marketing in the consumer goods sector.
Every chapter is independent and reflects its own focus. The texts have been developed all over the last two to three years as a result of discussions with managers from
the branded goods industry. They have already been published independently in
media such as Frankfurter Allgemeine Zeitung or the magazine Markenartikel,
and are summarised once again in this document. This creates a synopsis of the
rate of flow and imminent challenges in the marketing function of the consumer goods
industry.
The article Marketing Relaunch outlines the area of conflict between the brand
and the development of a discounter,...If you fate to get a full essay, order it on our website: Ordercustompaper.com



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