This book shows how to market to consumers today. Packed with insights and real-world examples, the latest research findings, and current thinking in advertising, sociology, media studies, it gives the tools to market the products and services more effectively both online and off, including : insights on the evolution of consumers from passive receivers of outside messages to active participants in choosing what they want to hear ; tips for using a constellation perspective to strategically link disparate products by life-style rather than function ; examples of how companies have successfully developed customized personalization strategies online ; information on using virtual communities to gather market feedback and create a buzz about a brand...
