Karma Queens, Geek Gods, and Innerpreneurs: Meet the 9 Consumer Types Shaping Today's Marketplace (MARKETING/SALES/ADV & PROMO) - Hardcover

Rentel, Ron; Zellnik, Joe

Hardcover

ISBN 10: 0071477918 ISBN 13: 9780071477918

Publisher: McGraw Hill, 2007

Synopsis

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.

About this title

From the Back Cover:

Get to know the consumers who count.

"This isn't a book about marketing. It isn't a book about business, as such. It's much more. It's a book about people-the real, fascinating, complex, multifaceted people called consumers. Funny and insightful, Karma Queens, Geek Gods and Innerpreneurs takes a fresh look at how specific, colorful and influential consumer types are shaping tomorrow's marketplace now."-David Granger, Editor-in-Chief, Esquire

"Consumer Types are an entirely new way to classify consumers, brought to life with fascinating real world stories, backed up with supporting data, and going far beyond demographics."-Bennett L. Brenton, Ph.D., Director of Innovation, PepsiCo

"An insightful, impactful book that speaks to a sensibility, passion, and drive for understanding the 'consumer heartbeat.'"-Todd Cunningham, Senior Vice President Brand Strategy and Planning, MTV Music Television

"Don't let all the talk about marketing fool you-identifying C-types helps you communicate better on an everyday basis with absolutely anyone. The possibilities (read: profits) are endless."-Stephanie Young, Health Director, MORE Magazine

"Ron Rentel has synthesized findings from a powerful, highly sensitive new market research approach into a brilliant chronicle of nine new subcultures that will inform and excite any reader. It is an anthropological thrill ride through the 21st Century's first decade. Highly engaging and readable, it is a MUST for anyone who recognizes the bankruptcy of mass marketing and who understands that our modern "world" is in fact a confederation of niches."-Gary Hirshberg, President and CE-Yo, Stonyfield Farm

"An interesting exploration of new slices of our fragmented psyche. Filled with useful insights and amusing anecdotes."-Edwin Schlossberg, Founder, ESI Design

"Ron Rentel captures the essence of consumer habits in this engaging insider's view of interesting personality types...a must-read for consumers and marketers everywhere."-Madelyn H. Fernstrom, Ph.D., CNS, University of Pittsburgh Medical Center

Synopsis:

This book helps readers tap into the buying power of the most influential global trendsetters. Based on extensive research conducted by Consumer Eyes, one of New York's most influential marketing firms, this trend-spotting handbook focuses on the consumer types that actually shape buying power. This psychographic approach gets inside the minds of the people who are on the supreme cutting edge of fashion, health, gadgets, and every other kind of consumer product. It shows what makes these consumers tick-providing companies with the psychological blueprint necessary to design products and services that appeal to them and will get them buzzing.

About this edition

• Publisher: McGraw Hill
• Publication date: 2007
• ISBN 10: 0071477918
• ISBN 13: 9780071477918
• Binding: Hardcover
• Number of pages: 256