Wednesday, April 14, 2010

The `concerned consumer'

Book Mark
A Requiem for a Brand
Pradip Chanda

From knowledge to concern

Traditional target audience cluster definitions based on demographics and purchasing power are now pass‚, says Pradip Chanda in A Requiem for a Brand. New clusters are emerging in today's global village, demanding a new appreciation of consumer cohorts that are no longer bound by national boundaries, or traditional values regarding saving, consumption and respect for established orders of doing things, he adds.


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