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Bond

Mass Marketing

How Do Consumers Choose in a World of Automated Ordering?

Harvard Business Review

MAY 25, 2018

Frictionless commerce will test the emotional bonds that make consumers loyal to established brands. Our 2017 survey of 170 top Consumer Packaged Goods (CPG) and Retail CEOs, COOs, and CFOs revealed a conscious shift away from traditional mass production and mass marketing practices toward more personalized approaches.

Disintermediation

Disintermediation Mass Marketing Retail Brand

Who's Your Brand's Editor-in-Chief?

Harvard Business Review

NOVEMBER 23, 2011

Here are four publishing approaches retailers are trying: The Mass Publisher. Mass publisher retailers create content of broad interest to their customers. They ask, "If we were a cable TV channel or a mass market magazine, what would our content, tone, and the experience we offered be? What topics could we own?"

Brand

Brand Retail Fashion Supply Chain

How Do Consumers Choose in a World of Automated Ordering?

Who's Your Brand's Editor-in-Chief?

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