Abstract
Consumer marketing is undergoing a major upheaval. This book, by academic and consultant J.A.Quelch, analyzes these changes for general managers, marketing managers, product managers and people in the advertising industry. The author sets the context for his discussion of consumer marketing strategies through the introduction of three major themes: changes in consumer demographics and lifestyles; the globalization paradox - at the same time as marketers are launching products on a global scale, they are also developing an increasing capability to customize products and develop localized marketing campaigns through the use of information systems; and changes in the competitive environment. These themes are set the context for a discussion of marketing strategies which include: quality marketing, dual marketing, premium marketing, global marketing, licensing, non-store marketing, point of sale marketing, promotions, and local marketing.