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From Roger Blackwell,called the "guru of...how to do business in a global marketplace"by the New York Times,comes a revolutionary new book that turns the traditional retailing paradigm on its head,providing businesspeople looking to dominate the marketplace of the new millennium with the key to the future:demand-chain management.

"The traditional approach to retailing-beginning at the point of manufacture and ending with the sale to the consumer-is gravely out of date and simply unrealistic,"explains Blackwell,one of the foremost authorities on con-explains Blackwell,one of the foremost authorities on con-sumer behavior and retailing worldwide."In an ultracom-petitive marketplace,manufacturers can no longer dictate what consumers will buy.The savvy consumer is more edu-cated than ever as to what he or she wants and where to get it at the best price.Using this information to develop the products consumers are looking for is demand-chain man-agement."

In From Mind to Market,Blackwell shows how and why reinventing the retail supply chain can make or break a company's profitability in the new economy.When com-panies like Wal-Mart,Kinko's,and Service Corp.Interna-tional adopted active,consumer-driven marketing strategies in place of traditionally passive supplier/consumer relation-ships,they not only became more profitable-they became market leaders as well.From Mind to Market leader and how any com-pany,large or small,can beat its competition by employing visionary leadership strategies.In addition,From Mind to Market glimpses how.

作者简介：

ROGER D.BLACKWELL is a professor of marketing at the Ohio State Universith and president of Blackwell Associates,Inc.,a con-sulting firm through which he has worked with many of America's most successful companies.

Acknowledgments

Foreword

Introduction

ONE

Consumer-Driven Demand Chains

TWO

Meeting the Needs of Today's Consumers

THREE

Demographic Trends:A Road Map to the Future

FOUR

Changing Consumer Lifestyles

FIVE

Ffueling Demand Chains with Knowledge

SIX

Shifting Functions Among Supply-Chain Players

SEVEN

Speed to Market

EIGHT

Strategies of Winning Retailers

NINE

The Final Link of the Demand Chain

Index

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书籍介绍

"Anyone in business today who hopes to be in business tomorrow needs to understand the rules of the new marketplace," says Roger Blackwell, one of the most sought-after authorities on consumer behavior and marketing. The traditional approach to retailing, beginning at the point of manufacture and ending with the sale to the consumer, is out of date and unrealistic. "In an ultracompetitive marketplace, manufacturers can no longer dictate what consumers will buy. The savvy consumer is more educated than ever as to what he or she wants and where to get it at the best price. Using this information to develop the products consumers are looking for is demand-chain management."

Featuring visionary companies like Wal-Mart, AT&T and Kinko's, whose leadership as demand-chain managers is helping them to create the marketplace of the 21st-century, Blackwell illustrates the cutting-edge concept of demand-chain management and its role in revolutionizing retailing in the new millennium.