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Index
Praise for The New Chameleons The New Chameleons Contents List of figures and tables About the author Acknowledgments Introduction Endnotes 01 The evolution of marketing categories Marketing categories are cultural categories Gain insights by studying consumer chameleons in their real-world habitats Understanding and marketing to the new consumer Create new products that defy conventional categories Endnotes 02 Consumers who defy demographic labels Do familiar demographic market segments still matter? Haves vs. have nots Young vs. old My race/ethnicity vs. whatever you are Endnotes 03 Consumers who defy traditional purchasing behavior How we buy: linear decision making How we buy today: nonlinear decision making The new chameleon buys by committee Social shopping creates the hive mind Endnotes 04 Consumers who defy the bricks vs. clicks debate The always-on digital native Reaching the online/offline consumer in digital environments Reaching the online/offline consumer in physical environments Endnotes 05 Consumers who defy buyers vs. sellers A peek under the kimono: use your consumers as co-creators How to engage with chameleons who produce as well as consume Retailers vs. shoppers Owning vs. leasing Endnotes 06 Consumers who defy traditional sex roles and gender stereotypes Sex roles and gender identity are fluid How men are evolving beyond stereotypical male How women are evolving beyond stereotypical female Appearance matters for all genders Evolving gender roles create new consumer markets Endnotes 07 Consumers who defy the separation of brand and identity Why brands really matter We buy what we are Sacred vs. profane consumption Improving the brand experience We are what we buy Endnotes 08 Consumers who defy boundaries of traditional media Three media buckets: paid, owned, and earned Are marketers poisoning the well? Separating fact from marketing fiction Manage for media anarchy (it’s where your chameleons live) Endnotes 09 A fond farewell to dichotomies we love The seven (obsolete) dichotomies Let’s add two more disappearing dichotomies to the list Consumers who defy humans vs. computers Consumers who defy place-based work vs. play Now, feed your chameleons! Endnotes Index
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