The Fluid Consumer: Next Generation Growth and Branding in the Digital Age

The Fluid Consumer provides a detailed analysis of the consumer and retail industry's profound shifts in the digital era. The book looks deeply into implications for business and branding models but serves also as a practical guide for companies to find innovative modes of operation in the face of digitally empowered consumers. Starting with an analysis on consumer behaviour in the age of hyper—digitisation, the book explores topics such as gathering consumer insights through advanced analy...