Karma Queens, Geek Gods, and Innerpreneurs
Meet the 9 Consumer Types Shaping Today's Marketplace
-
- 20,99 €
-
- 20,99 €
Publisher Description
What really makes consumers tick?
It's a question every marketer, innovator, entrepreneur, or trend-watcher strives to answer-especially in an age when certain types of consumers are increasingly instrumental in shaping national and even global buying habits.
Karma Queens, Geek Gods and Innerpreneurs is your hands-on guide to getting inside the minds of the people who are setting the trends in art, music, technology, fashion, health, and every kind of consumer product and service. Based on thousands of hours of consumer research conducted by Consumer Eyes, a prominent New York-based marketing firm, this book uncovers nine influential consumer types and reveals how to connect with them, market to them, and create the products that will not only win them over, but their entire social networks as well!
Consumer Eyes founder Ron Rentel takes an entertaining yet serious look at today's most emblematic consumers, analyzing everything from the products they buy, to the activities they enjoy, to the behaviors and attitudes they exhibit. You'll meet such real-life characters as:
Karma Queens-women of a certain age who combine a desire to be in harmony with the universe with an appreciation of material pleasures
Parentocrats-who act out of love to assure their kids security and happiness, yet often deny them the classical joys of childhood
Denim Dads-for whom family involvement means more than climbing the corporate ladder
Innerpreneurs-chief managers of their own “brand,” they find their inspiration within themselves
By using C-Types-rich, three-dimensional consumer portraits combining quantifiable data with expressions of personality-Rentel identifies and illuminates the consumers who set the trends. He not only helps you understand Karma Queens, Geek Gods and other consumer types on a deeper level in order to reach them more effectively in your marketing and advertising, he also offers fresh insight into managing your brand and your business.
PUBLISHERS WEEKLY
In this guide to reaching a rapidly diversifying consumer population, marketing veteran Rentel divides the purchasing public into nine "C-types," then sets about pinning them to a set of characteristics, interests and exploitation-ready buying habits. Profiles include the "Karma Queen," an alternative-remedy, health-obsessed Birkenstock enthusiast; the "Innerpreneur," a neo-hippie business owner who prioritizes inner peace over Porches; the "Middleman," an immature post-collegiate; and "E-Litists," interested in going green so long as it doesn't cost them style, comfort or quality. In accessible, well-laid out text, Rentel outlines their market-relevant stats, detailing the behavior and fixations of each consumer clique; for instance, when it comes to Middlemen, "Sex sells; 'relationships' don't." Using this information, Rentel delineates slick marketing moves for each type, like selling upscale chocolate to Karma Queens, energy bars to the Innerpreneur and big-ticket designer brands to "Ms. Independents" (single women committed to themselves, rather than family, feminism or corporate conquest). Though Rentel confesses that his primer is "not meant to be a comprehensive study of all ... consumers in existence," that doesn't forgive his tendency toward easy stereotyping; though it's an interesting, informative read, its utility is limited by a penchant for oversimplification.