Escaping the channel silo - researching the new consumer
Hester Stuart-MentethThe Eton Collection
Hugh Wilson and Susan BakerCranfield School of Management
INTRODUCTION
Extraordinary changes in the marketing environment over recent decades have...
Escaping the channel silo - researching the new consumer
It has been widely argued that the new consumer is active, knowledgeable, demanding, channel-hopping and, above all, experience-seeking.
