search query: @author Hackley, C. / total: 9
reference: 6 / 9
Author: | Hackley, C. |
Title: | Communicating with the fragmented consumer |
Journal: | Admap
2005 : VOL. 40:3, p. 41-42 |
Index terms: | Consumer behaviour Communication Creativity Marketing |
Language: | eng |
Abstract: | The article explains how better creativity and planning are key to connecting with the postmodern identity-seeking consumer. It discusses the fact that a modern consumer has a hard time constructing his social identity so therefore all the marketing efforts have to be well planned in order to have good results. |
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