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How to Research Your Target Customer: Books and eBooks

Useful Search Terms

There are several books and eBooks in our catalog that can help you find your target consumer and effectively market to them. You can search the catalog using keywords, such as "marketing to millennials" or "survey research," but there are also a number of useful subject headings that can be used to effectively find books and eBooks on these topics. You can click on any of the subject headings below to find example titles.

Consumers -- Research

Consumer Behavior

Target Marketing

Market Segmentation

Marketing

Internet Marketing

Marketing Research

Small Business Marketing

Example Books

Blind Spots

Are you ready for the next global economic disruption? Blind Spots outlines the way forward for companies who want to get early-mover advantage on this new $28 trillion economy. This powerful market has remained untapped, ignored and underserved despite the fact it is more economically powerful than India and China together, twice over and continues to rise. Women: they drive the majority of our purchases, they're outpacing men in graduate education and they routinely make or break brands by voting with their swelling wallets.

Marketing to Millennials for Dummies

Market effectively to the millennial mindset Millennials make up the largest and most valuable market of consumers in the United States, but until you understand how to successfully market to them, you may as well kiss their colossal spending power away! Packed with powerful data, research, and case studies across a variety of industries, Marketing to Millennials For Dummies gives you a fail-proof road map for winning over this coveted crowd.

The Participation Game

How The Top 100 Brands Build Loyalty In A Skeptical World: Today's consumers are in charge of the ads they see - and the brands they choose to let into their world. Their friends are generating hundreds of interesting and compelling posts a day and commanding their attention. For marketers who assume they can join the conversation, the question is not just how to get some of this attention. It's how to give it. Even though the game has changed, many brands still play by the old rules - assuming that consumers want to welcome their messaging. Yet other brands easily build authentic connectivity and lead consumers through the purchase funnel to loyalty.

Superconsumers

Fanboys. Pork dorks. Tech nerds. These consumers have a lot in common: they care a lot about a specific brand, product, or market; they pursue their passions with fervor; and they spend a lot of money in the process. They're superconsumers. Superconsumers are everywhere, and they span categories, countries, and age groups. There are superconsumers of sneakers, bacon, cars, wine, and sports memorabilia. There are even superconsumers of white bread and white socks.

Marketing to Gen Z

Today's teens are a force to be reckoned with. Businesses focused on Millennials . . . beware! Their successors are right around the corner--promising bigger challenges, but much greater opportunities. Drawn from original quantitative research and interviews,Marketing to Gen Z paints a fascinating portrait of the newest buyers now entering the scene. Having internalized the lessons of the Great Recession, this pivotal generation blends the pragmatism and work ethic of older generations with the high ideals and digital prowess of youth. For brands, reaching this mobile-first and socially-conscious cohort requires real change, not just tweaks to the Millennial plan.