Authenticity: What We Buy and Why in the New Economy.
Every facet of the new economy, from buzz marketing and new retailing technologies to internet shopping, has dramatically altered not only how we buy but what we buy and why. New Consumers are revolutionising the world of business, our culture and social expectations. No longer confined by gender, age, ethnicity or income, they are breaking down barriers shattering stereotypes and redefining the very meaning of consumerism and the marketplace.
From traditional to online retailing, from tacking coolhunters to exploring tastespace, 'The Soul Of The New Consumer' unearths the very essence of New Consumers' behaviour - their drive for authenticity - and goes far beyond the simple concepts of how we shop or what we buy to answer the most important question of all: why.
The book covers:
-Why buzz beats hype
- Why cheap is chic
- Why brands must be authentic
- Why segmentation is dead
- Why advertising must reinvent itself
- Why New Consumers loathe "doing the shopping"
- Why individuals' tastespace will triumph in the marketplace
Win the attention, time and trust of New Consumers by giving their souls control.
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