Agentry Agenda: Selling Food in a Frictionless Marketplace
Glen A. TerbeekISBN: 1928948006;
Agentry Agenda explores the substantial and inevitable changes facing the Food Industry's "logistics productivity" model in the near future. The forces of change, flat population growth and saturation of stores and products in developed markets have created significant "False economics" under the current mass marketing model. Meanwhile the technology advantage or information power has clearly shifted to the shopper. The convergence of these forces will literally turn the Industry Model "upside down", making the mass marketing, product distribution model obsolete. The industry needs to quickly move to the "Marketing Productivity" if it is to survive. Agentry Agenda suggests a Frictionless model, in which shoppers have "barrier free access" to the products they want and manufacturers/suppliers have "barrier free access" to their targeted shoppers. Perfect commerce! Retailers turned Agents will compete by creating the value added shopping experience, real and virtual....
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