The New Chameleons: How to Connect with Consumers Who Defy Categorization

ISBN-13: 9781398600041 / Angielski / Miękka / 2021 / 296 str.

Michael R. Solomon

Opis

Reach the modern consumer who defies categorization and who expects brands to map to their unique habits, preferences and expectations.

Recenzje

"If you're still marketing like Mad Men, you're missing tremendous opportunities in our newly fractured world. Michael shows how to reach real people instead of targeting stereotypes." David Meerman Scott, Wall Street Journal bestselling author of Fanocracy

Spis treści

• • Chapter - 00: Introduction;
  • Chapter - 01: The evolution of marketing categories;
  • Chapter - 02: Consumers who defy demographic labels;
  • Chapter - 03: Consumers who defy traditional purchasing behavior;
  • Chapter - 04: Consumers who defy the bricks vs. clicks debate;
  • Chapter - 05: Consumers who defy buyers vs. sellers;
  • Chapter - 06: Consumers who defy traditional sex roles and gender stereotypes;
  • Chapter - 07: Consumers who defy the separation of brand and identity;
  • Chapter - 08: Consumers who defy boundaries of traditional media;
  • Chapter - 09: A fond farewell to dichotomies we love;

O autorze

Michael R. Solomon is professor of marketing in the Haub School of Business at Saint Joseph's University and he resides in Philadelphia, PA. He advises global clients in leading industries on marketing strategies to make them more consumer-centric. He is the author of several leading textbooks on marketing, consumer behavior, advertising and social media.