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New Chameleons: How to Connect with Consumers Who Defy Categorization

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Autor:	Michael R. Solomon
Lehekülgede arv:	296
Ilmumisaasta:	2021
Kauba ID:	12932506

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Toote kirjeldus: New Chameleons: How to Connect with Consumers Who Defy Categorization

"Consumers are changing but the marketing categories used to identify them have not. Engage with this new generation of consumers who increasingly take for granted that products and advertising will blend their multiple brand identities rather than market to them as a specific subculture. Male or female, work or play, online or offline, These and other market categories are no longer relevant as modern consumers defy traditional boundaries and identify as members of multiple subcultures. The New Chameleons reveals how to engage with this new generation and how to stand out among the competition. Global consumer behavior expert Michael R. Solomon directs marketers to move beyond their traditional categories and communicate with consumers as individuals rather than as a market segment. He explains how traditional marketing is based on the assumption of boundaries between us and them, the individual and the collective, producer and consumer, work and play, humans vs. computers, and editorial vs. commercial. He then shows how those boundaries are blurring: people identify with members of multiple subcultures; individuals seek collective advice before making a purchase; consumers no longer distinguish between purchases online or in-store; consumer generated content becomes the norm; gender identity is fluid; gamification strategies turn work into play; and identity marketing becomes more popular. Combining history, data, experience and examples, The New Chameleons is written for every marketer (or reader) who wants to offer products and services that resonate with consumers now and in the future"--

Üldine tooteinfo: New Chameleons: How to Connect with Consumers Who Defy Categorization

Kauba ID:	12932506
Kategooria:	Majandusalased raamatud
Tootepakendite arv:	1 tk.
Paki suurus ja kaal (1):	0,4 x 0,3 x 0,1 m, 0,65 kg
Kirjastus:	Kogan Page Ltd
Raamatu keel:	Inglise keel
Kaane tüüp:	Pehme
Vorming:	Traditsiooniline raamat
Tüüp:	Majandusteadus
Raamat väljavõttega:	Ei
Autor:	Michael R. Solomon
Lehekülgede arv:	296
Ilmumisaasta:	2021

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