The new chameleons: (Record no. 4349)

MARC details
000 -LEADER
fixed length control field 02872nam a22002177a 4500
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20230809143706.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
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020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781398600041
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.5342
Item number SOL
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Solomon, Michael R
245 ## - TITLE STATEMENT
Title The new chameleons:
Remainder of title how to connect with consumers who defy categorization
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Name of publisher, distributor, etc. Kogan Page 
Place of publication, distribution, etc. London
Date of publication, distribution, etc. 2021
300 ## - PHYSICAL DESCRIPTION
Extent xiii, 276 p.
365 ## - TRADE PRICE
Price type code GBP
Price amount 14.99
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc. note 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;
520 ## - SUMMARY, ETC.
Summary, etc. About the book<br/>WINNER: NYC Big Book Award 2021 - Marketing & PR<br/><br/>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.<br/><br/>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.<br/><br/>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.<br/><br/>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.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Consumer Behavior
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Marketing Research
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Consumers
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Koha item type Book
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Collection code Bill No Bill Date Home library Current library Shelving location Date acquired Source of acquisition Cost, normal purchase price Total Checkouts Full call number Accession Number Date last seen Date checked out Copy number Cost, replacement price Price effective from Koha item type
    Dewey Decimal Classification     Marketing IB/IN/779 24-11-2022 Indian Institute of Management LRC Indian Institute of Management LRC General Stacks 12/17/2022 International Book Centre 965.88 1 658.5342 SOL 004083 10/13/2023 08/22/2023 1 1469.02 12/17/2022 Book

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