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The Consumer'S Kingdom

In: The Future Of Food Business The Facts, The Impacts and The Acts

Author

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  • Marcos Fava Neves

    (University of Sao Paulo, Brazil)

Abstract

Changes in marketing strategies adopted by companies and the general public perception towards such concepts of marketing have become an exciting area of study over the past 30 years. In this article, we study this process of evolution and then field questions to companies that can be used in their planning processes. We will examine the “wild” view of marketing that was dominant from the 1970s until the 1990s, which then evolved into a new era of consumer sovereignty after an incredible series of macro-environmental changes. Finally, we will discuss the opportunities for companies that aim to satisfy such sophisticated consumers, who are spoiled for choice and have to choose between closely competing companies…

Suggested Citation

  • Marcos Fava Neves, 2011. "The Consumer'S Kingdom," World Scientific Book Chapters, in: The Future Of Food Business The Facts, The Impacts and The Acts, chapter 15, pages 79-83, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789814365840_0015
    as

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