Keeping up with consumers

Psychological target group and style rules

Target groups have had their day! In recent years, market research has revealed that consumer behaviour has changed to the point that defining target groups according to socio-demographic characteristics is no longer of benefit to marketing strategy.
For years now rheingold has been using Verfassungsmarketing to solve the marketing problems that modern consumers, with their multiple and schizophrenic personalities, have given rise to.
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