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Unearths the essence of new consumer behavior, explores the drive for authenticity over commodity and looks at why this is
The New Consumer's Revolution: * 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 New Consumers are revolutionizing 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 tracking coolhunters to exploring tastepace, The Soul of the New Consumer unearths the very essence of New Consumer's behavior - 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. 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. In an era of 'cheap is chic', wealthy shoppers haggle to win even the smallest discounts ; gray consumers buy more rap and techno music than anyone else and are the fastest growing group of internet users ; and the Web and the power of micro-marketing have revolutionized forever the means of wooing new customers. New Consumers are taking over the world and redefining the very meaning of consumerism and the marketplace. As likely to be affluent over-fifties as ambitious under-thirties, New Consumers defy traditional marketing concepts and segmentation by age, gender or income. In pursuit of the authentic experience, New Consumers come together in their defining drive for all things 'real', in everything from food to fashion, foreign holidays to furniture, technology to spirituality. Their attention and interest have shifted from commodity to authenticity. In an affluent world now saturated with affordable products there are three new scarcities - time, attention and trust. This major book shows how these can be won by 'giving the soul control' rather than putting customers on the 'customer is king' pedestal. Over the past decade, Lewis and Bridger have been at the forefront of researching the New Consumers - studying their lifestyles, observing behavior and watching the steady rise in their numbers, influence and economic power. Here, for the first time and with example from Starbucks to Dyson, they report the results of their work, including Amex's use of computer technology to create intimate protraits of individuals - what the author's call 'tastepace'.
The New Consumer's Revolution: * 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 New Consumers are revolutionizing 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 tracking coolhunters to exploring tastepace, The Soul of the New Consumer unearths the very essence of New Consumer's behavior - 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. 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. In an era of 'cheap is chic', wealthy shoppers haggle to win even the smallest discounts ; gray consumers buy more rap and techno music than anyone else and are the fastest growing group of internet users ; and the Web and the power of micro-marketing have revolutionized forever the means of wooing new customers. New Consumers are taking over the world and redefining the very meaning of consumerism and the marketplace. As likely to be affluent over-fifties as ambitious under-thirties, New Consumers defy traditional marketing concepts and segmentation by age, gender or income. In pursuit of the authentic experience, New Consumers come together in their defining drive for all things 'real', in everything from food to fashion, foreign holidays to furniture, technology to spirituality. Their attention and interest have shifted from commodity to authenticity. In an affluent world now saturated with affordable products there are three new scarcities - time, attention and trust. This major book shows how these can be won by 'giving the soul control' rather than putting customers on the 'customer is king' pedestal. Over the past decade, Lewis and Bridger have been at the forefront of researching the New Consumers - studying their lifestyles, observing behavior and watching the steady rise in their numbers, influence and economic power. Here, for the first time and with example from Starbucks to Dyson, they report the results of their work, including Amex's use of computer technology to create intimate protraits of individuals - what the author's call 'tastepace'. Regardless of product or service, for companies large and small, The Soul of the New Consumer gathers research from marketing, psychology, social trends and economics to present the first ever profile of the independent, individualistic, involved and well-informed consumers who are challenging the way marketing, selling and business are done.
The must-read summary of Laurie Windham and Ken Orton's book: "The Soul of the New Consumer: The Attitudes, Behaviors and Preferences of E-Customers". This complete summary of the ideas from Laurie Windham and Ken Orton's book "The Soul of the New Consumer" asks an important question: “What are the new consumers of the Internet economy like, and how do they differ from the traditional consumers?". In their book, the authors reveal the results of their analysis into internet usage, showing just how empowered consumers have become in the new economy and how much they enjoy the balance of power being in their favour. This summary will teach you about the changes experienced in business and what this means for the future of your company. Added-value of this summary: • Save time • Understand key concepts • Expand your knowledge To learn more, read "The Soul of the New Consumer" and discover how you can deal with online selling and gain success in the new economy.
This pioneering book explains how a whole organisation can come together to evolve an entirely new way of being in the world. It introduces the Holonomic Circle, a new tool which provides a holistic framework for designers, corporate executives, creative leaders and those starting a new business or initiative to explore the principles underlying the dynamics of soulful customer experiences. The insights from the authors will help you take a radically new approach to customer experience design; fully integrate purpose, goals and strategy with customer experience; implement human values across the whole organisation; and develop long-term and more meaningful relationships with your customers. Customer Experiences with Soul: A New Era in Design provides the guidance needed for developing, structuring and implementing customer experiences with soul, helping you to build and grow authentic businesses and organisations which honour what it is to be human in our world.
Generation X. Busters. The Lost Generation. The Fatherless Generation. These are the catchphrases used to describe that elusive and mysterious generation of 46 million Americans born between 1965 and 1980. More than that, these are our children, our neighbors, our friends, and fellow employees. Tim Celek and Deiter Zander have learned through years of experience that to win this generation of young people, you have to fight harder for credibility, and you have to love harder to overcome their pasts. But they have also found that reaching them is well worth the effort. Inside the Soul of a New Generation offers a fascinating, inside look at the unique forces that shape this misunderstood generation and shows how pastors, parents, and Baby Boomers of every stripe can minister to their spiritual needs. From practical ways to reach out to Busters and build powerful, Buster-friendly churches, to creating a vital community and empowering Busters for leadership, Celek and Zander show that this generation is not only reachable, but has the potential to effect positive changes both in the church and in the world.
Based on their in-depth analyses of thousands of e-commerce contacts, the authors of this volume offer to lead executives, managers and entrepreneurs through the Web business revolution and empower them with strategies for succeeding in today's electronic marketplace. It contains chapters detailing how to drive customer behaviour on the Web; build and sustain brand loyalty; develop competitive business practices that protect consumer privacy; identify services and products that sell successfully on line; and tailor services to the needs of business consumers versus private consumers.
A New York Review Books Original The Soviet writer Andrey Platonov saw much of his work suppressed or censored in his lifetime. In recent decades, however, these lost works have reemerged, and the eerie poetry and poignant humanity of Platonov’s vision have become ever more clear. For Nadezhda Mandelstam and Joseph Brodsky, Platonov was the writer who most profoundly registered the spiritual shock of revolution. For a new generation of innovative post-Soviet Russian writers he figures as a daring explorer of word and world, the master of what has been called “alternative realism.” Depicting a devastated world that is both terrifying and sublime, Platonov is, without doubt, a universal writer who is as solitary and haunting as Kafka. This volume gathers eight works that show Platonov at his tenderest, warmest, and subtlest. Among them are “The Return,” about an officer’s difficult homecoming at the end of World War II, described by Penelope Fitzgerald as one of “three great works of Russian literature of the millennium”; “The River Potudan,” a moving account of a troubled marriage; and the title novella, the extraordinary tale of a young man unexpectedly transformed by his return to his Asian birthplace, where he finds his people deprived not only of food and dwelling, but of memory and speech. This prizewinning English translation is the first to be based on the newly available uncensored texts of Platonov’s short fiction.