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Business Strategy: Digital Transformation in Consumer Products — Sales and Marketing

Business Strategy: Digital Transformation in Consumer Products — Sales and Marketing

This IDC Manufacturing Insights study takes another look at sales and marketing for consumer goods manufacturers. "We know that organizations are continually adapting how they engage with consumers and serve their retail customers. This is the seventh year we've done this research and so many changes have occurred since 2010, the first year we produced the report, not only because of changing consumer expectations and customer engagement but also because of more tech-enabled interactions and capabilities," says Simon Ellis, program vice president, Supply Chain, at IDC Manufacturing Insights.

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IDC Manufacturing Insights Opinion
In This Study
Situation Overview
The Approach
Continuing Pressures on New Product Development and Introduction
The Omni-Channel Consumer and Increasingly Demanding Customers
Elongated Supply Chains with Varying Degrees of Visibility
Ongoing Challenges Connecting Supply and Demand
Sustainability and the Assurance of Supply
Future Outlook
Direct to Consumer Is a Fulfillment Problem
Downstream Data Drives Forecast Improvements
From S&OP to Rapid Integrated Business Planning
The Use of Digital Technologies in Retail Execution
Essential Guidance
Actions to Consider
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