BSP 046: Marketers, Tear Down These Walls!: Liberating the Post-Modern Consumer by Michael Solomon

Michael Solomon, author of, Marketers, Tear Down These Walls!:
Liberating the Post-Modern Consumer, wrote the book because he
is fascinated by the everyday activities of people when looking at
how people are defining themselves as, who they are, how they
interact with others – all relating to the consumption, and
choices, they make. He says that the categories that marketers used
to define and label consumers have become antiquated and obsolete.
He adds, “You really can’t understand people without understanding
the marketplace and who they interact with the marketplace.” The
book focuses on marketing and consumer behavior and expresses the
idea that we are living in a very different marketing world.
Consumers are no longer being ‘boxed in’ key categories or “walls.”
For example, one wall that has been torn down is “male vs female.”
While it continues to exist, it is now obsolete from a societal
perspective, Solomon says.  As these walls continue to
blend and mold to society’s standards, the fundamental way to
understand people’s behaviors and how they make decisions is
shifting, too. This is called the “post-modern consumer,” which
Solomon defines are “consumers who no longer think in strict
categories.” Learn more about your ad choices. Visit
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