Magazine article Marketing


Magazine article Marketing


Article excerpt

We all know about the new economy revolution. It's all changing: the way we shop, the way we do business, the way we communicate.

An implication of this is changes for the leading players in the marketplace over the past 50 or even 100 years.

The whole advertising and marketing industry grew up largely around what we used to call FMCG firms. But recently we have seen a whole new category of business. This new category will be the dominant influence on those joining the advertising and marketing industry this decade.

For FMCG now read FMCS: fast-moving consumer services. This is the term I have coined to sum up the new category, which embraces many of the dotcoms and old economy firms in the early stages of transformation.

A telling example of the latter kind of business is Unlived, which recently announced a shift of emphasis from domestic cleaning products to ward domestic cleaning services -- from products to people.

With price transparency across Europe, retailers and manufacturers are having to differentiate on service rather than on product. …

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