The use of new customer-facing technology in fast-moving consumer goods View Full Text


Ontology type: schema:ScholarlyArticle     


Article Info

DATE

2002-07

AUTHORS

T Moffett, M Stone, P Crick

ABSTRACT

The aim of this paper is to explain how fast-moving consumer goods (FMCG) (or ‘packaged consumer goods’ in the USA) companies are learning how to use Internet and other new technologies to supplement their tried and tested advertising and promotional techniques. It identifies the different uses of these technologies, and explains why many companies are having difficulty integrating these technologies into their existing marketing processes. It concludes that, as with the many new technologies, people-factors determine whether implementation is successful. More... »

PAGES

437-451

References to SciGraph publications

  • 2001-07. Branding matters more on the Internet in JOURNAL OF BRAND MANAGEMENT
  • 2000-01. Exploiting interactive marketing in JOURNAL OF DIRECT, DATA AND DIGITAL MARKETING PRACTICE
  • 2001-09. Branding on the Web: A real revolution? in JOURNAL OF BRAND MANAGEMENT
  • 2001-01. Interactive marketing needs interactive marketers in JOURNAL OF DIRECT, DATA AND DIGITAL MARKETING PRACTICE
  • Identifiers

    URI

    http://scigraph.springernature.com/pub.10.1057/palgrave.bm.2540091

    DOI

    http://dx.doi.org/10.1057/palgrave.bm.2540091

    DIMENSIONS

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