Featured articles
- Mobile Research Methods
- "Tried & Texted Approach to Getting Consumers Talking"
- what unites global youth?
- Analyzes how the basic similarity of youth culture worldwide allows marketers to segment it across a four-quadrant lifestyle matrix
- How to market brands in a people economy
- Introduction of the concept of 'embed marketing', which moves beyond the conventional push/pull theory of advertising and aims to implant the evolving brand within the life of the evolving target audience.
Culture Mapping™ is my strategic methodology for segmenting and mapping consumer behavior by culture and social networks.
First published in the journal Young Consumers in 2005, this culture mapping methodology and matrix is now featured in the revised edition of Prentice Hall's textbook Consumer Behavior 10/E in a new chapter on the impact of culture on consumer behavior.
