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The New Chameleons

How to Connect with Consumers Who Defy Categorization
Summary:

The book explores the evolving nature of consumer behavior and the challenges marketers face in targeting modern consumers who no longer fit into traditional demographic segments. It provides insights and strategies for understanding and engaging with these diverse and dynamic consumers by recognizing their individuality and the various roles they play in the marketplace.

Key points:

1. Fluid Identities: Consumers are constantly changing their identities and preferences, making it hard for marketers to use old categorization methods.

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