Karma Queens, Geek Gods, and Innerpreneurs: Meet the 9 Consumer Types Shaping Today's Marketplace

Hardcover | June 1, 2007

byRon Rentel, Joe Zellnik

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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.

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From the Publisher

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 ins...

From the Jacket

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 ...

Ron Rentel is the founder of Consumer Eyes, a leading brand and innovation consultancy, which creates customized methodologies that can encompass both long-term strategy and pipeline work and/or highly specific near-in product execution and tactics. He is also cofounder of BuzzBack Market Research, an online market research company. Vi...

other books by Ron Rentel

Karma Queens, Geek Gods, and Innerpreneurs: Meet the 9 Consumer Types Shaping Today's Marketplace
Karma Queens, Geek Gods, and Innerpreneurs: Meet the 9 ...

Kobo ebook|Apr 1 2007

$32.39 online$41.99list price(save 22%)
Format:HardcoverDimensions:9.2 × 6.1 × 1.12 inPublished:June 1, 2007Publisher:McGraw-Hill EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0071477918

ISBN - 13:9780071477918

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