The New Chameleons
Kogan Page Ltd (Verlag)
978-1-3986-0006-5 (ISBN)
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.
Michael R. Solomon is professor of marketing in the Haub School of Business at Saint Joseph's University and he resides in Philadelphia, Pennsylvania. 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.
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;
"Human beings have escaped biology and, thus, gender. We have stepped beyond politics and nationality. The boxes they try and fit us into no longer work. Michael explains why the modern market researcher, census taker and pollster are getting it wrong - especially in a PostPan world."
"Michael stiches the trends of today to the future of consumerism in a way that is both provocative and inspiring. This book should be required reading for every Marketer; it's a wake-up call to the undeniable truth that we need to think and attack our challenges in a profoundly new way."
"To use a term of Michael's, constellations from interfaces to services to physical goods make marketing today far more complex than even just 10 years ago. En masse is long over, and this rigorous dissection and complex reading made me feel like a got a Master's in marketing."
| Erscheinungsdatum | 29.01.2021 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 164 x 240 mm |
| Gewicht | 710 g |
| Themenwelt | Wirtschaft ► Allgemeines / Lexika |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 1-3986-0006-7 / 1398600067 |
| ISBN-13 | 978-1-3986-0006-5 / 9781398600065 |
| Zustand | Neuware |
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