Description: To compete for the modern consumer it is critical to move from being an old-fashioned FMCG to being an FICG - a fast-innovating consumer goods company - but there are major internal and external hurdles to this transformation. Outdated communication strategies based on television, radio and print with constant repetition must be replaced by what the authors call 'Lego' strategies, whereby the marketing and communication strategies are built up by many key facets and delivered to the consumer through a mix of various touch points. From Great to Gone points out what the winners of the 21st century have in common that has enabled them to achieve this transformation.
Review Quotes: Shortlisted: Marketing Book of the Year 2015 in association with M&SB Marketing & Sales Books 'A typical Rembiszewski product - rumbustious and controversial, but genuine, intelligent and practical.' Sir Martin Sorrell, CEO, WPP 'This book will open your mind to a new consumer and a new way of going to market. It is a true wake up call (innovate or die!) filled with loads of practical advice and real life examples of great successes. You will emerge from reading it a marketer ready for the 21st century.' Shelly Lazarus, Chairman Emeritus, Ogilvy & Mather