The Fluid Consumer : Next Generation Growth and Branding in the Digital Age Chicken House Publishing he recalls how his first

he recalls how his first band of partners and employees soon became a tight-knit band of brothers

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McNeill challenges the Spengler-Toynbee view that a number of separate civilizations pursued essentially independent careers

The Fluid Consumer : Next Generation Growth and Branding in the Digital Age Chicken House Publishing he recalls how his firstThe Fluid Consumer provides a detailed analysis of the consumer and retail industry's profound shifts in the digital era. The book looks deeply into implications for business and branding models but serves also as a practical guide for companies to find innovative modes of operation in the face of digitally empowered consumers. Starting with an analysis on consumer behaviour in the age of hyper digitisation, the book explores topics such as gathering