000			02872nam a22002177a 4500
005			20230809143706.0
008			221217b ||||| |||| 00| 0 eng d
020			_a9781398600041
082			_a658.5342 _bSOL
100			_aSolomon, Michael R _913252
245			_aThe new chameleons: _bhow to connect with consumers who defy categorization
260			_bKogan Page  _aLondon _c2021
300			_axiii, 276 p.
365			_aGBP _b14.99
504			_aChapter - 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			_aAbout the book WINNER: NYC Big Book Award 2021 - Marketing & PR 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.
650			_aConsumer Behavior _913243
650			_aMarketing Research _913253
650			_aConsumers _913205
942			_2ddc _cBK
999			_c4349 _d4349