{"product_id":"the-new-chameleons-how-to-connect-with-consumers-who-defy-categorization-9781398600041","title":"The New Chameleons: How to Connect with Consumers Who Defy Categorization","description":"\u003cp\u003e\u003cb\u003eConsumers 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. \u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003eMale 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. \u003cb\u003e\u003ci\u003eThe New Chameleons\u003c\/i\u003e\u003c\/b\u003e reveals how to engage with this new generation and how to stand out among the competition. \u003cp\u003e\u003c\/p\u003eGlobal consumer behavior expert \u003cb\u003eMichael R. Solomon\u003c\/b\u003e 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. \u003cp\u003e\u003c\/p\u003eCombining history, data, experience and examples, \u003cb\u003e\u003ci\u003eThe New Chameleons\u003c\/i\u003e\u003c\/b\u003e is written for every marketer (or reader) who wants to offer products and services that resonate with consumers now and in the future.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Kogan Page\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 02\/23\/2021\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9781398600041\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 296","brand":"Michael R. Solomon","offers":[{"title":"Default Title","offer_id":38351550120117,"sku":"9781398600041","price":33.14,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0473\/0804\/6492\/products\/img_02cea39b-98a5-4057-823f-dc2b5be71475.jpg?v=1611648681","url":"https:\/\/pastforward.org\/products\/the-new-chameleons-how-to-connect-with-consumers-who-defy-categorization-9781398600041","provider":"Past Forward","version":"1.0","type":"link"}