Recession or mutation? Post-recovery appeal of major consumer brands

Daniel Tixier

Australasian marketing journal, 2010, vol. 18, issue 3, 183-185

Abstract: This article questions whether once the world recovers from the Global Financial Crisis of the late 00’s, major Fast Moving Consumer Goods will return to the same playfield as before. If the GFC is essentially riding a recession, marketers and retailers could expect their old successful approaches to the consumers to work again well. If the GFC is essentially revealing a hidden and ripening mutation of the socio-economic environment which once having come out will not go back in hiding, then the marketing world of FMCGs will have durably changed and marketers, both on the manufacturing and retailing fronts, will need to deeply change their approaches to the consumers’ pocketbooks. The article contends that a mutation is indeed what the world is currently living through.

Keywords: Marketing of FMCGs; Socio-economic mutation of consumption patterns; GFC and structural changes (search for similar items in EconPapers)
Date: 2010
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1441358210000352
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:18:y:2010:i:3:p:183-185

DOI: 10.1016/j.ausmj.2010.06.003

Access Statistics for this article

Australasian marketing journal is currently edited by Roger Marshall

More articles in Australasian marketing journal from Elsevier
Bibliographic data for series maintained by Catherine Liu ().