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The New Chameleons : How to Connect with Consumers Who Defy Categorization
WINNER: NYC Big Book Award 2021 - Marketing & PRConsumers are changing but the marketing categories used to identify them have not.Engage with this new generation of consumers who increasingly take for granted that products and advertising will blend their multiple brand identities rather than market to them as a specific subculture.Male or female, work or play, online or offline. These and other market categories are no longer relevant as modern consumers defy traditional boundaries and identify as members of multiple subcultures.The New Chameleons reveals how to engage with this new generation and how to stand out among the competition.Global consumer behavior expert Michael R. Solomon directs marketers to move beyond their traditional categories and communicate with consumers as individuals rather than as a market segment.He explains how traditional marketing is based on the assumption of boundaries between us and them, the individual and the collective, producer and consumer, work and play, humans vs. computers, and editorial vs. commercial. He then shows how those boundaries are blurring: people identify with members of multiple subcultures; individuals seek collective advice before making a purchase; consumers no longer distinguish between purchases online or in-store; consumer-generated content becomes the norm; gender identity is fluid; gamification strategies turn work into play; and identity marketing becomes more popular.Combining history, data, experience and examples, The New Chameleons is written for every marketer (or reader) who wants to offer products and services that resonate with consumers now and in the future.
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Probing the Limits of Categorization : The Bystander in Holocaust History
Of the three categories that Raul Hilberg developed in his analysis of the Holocaust—perpetrators, victims, and bystanders—it is the last that is the broadest and most difficult to pinpoint.Described by Hilberg as those who were “once a part of this history,” bystanders present unique challenges for those seeking to understand the decisions, attitudes, and self-understanding of historical actors who were neither obviously the instigators nor the targets of Nazi crimes.Combining historiographical, conceptual, and empirical perspectives on the bystander, the case studies in this book provide powerful insights into the complex social processes that accompany state-sponsored genocidal violence.
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The New Chameleons: How to Connect with Consumers Who Defy Categorization
The New Chameleons: How to Connect with Consumers Who Defy Categorization
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Web Accessibility Cookbook: Creating Inclusive Experiences
Web Accessibility Cookbook: Creating Inclusive Experiences
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Web Accessibility Cookbook : Creating Inclusive Experiences
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From Categories to Categorization : Studies in Sociology, Organizations and Strategy at the Crossroads
Categorization pervades economic life; products, services, firms and industries are continuously being classified by rivals, clients, experts and critics.A stream of research highlighting the importance of market and product categories for organizations and individuals has grown in importance during the past 40 years.This volume contains ten essays on categorization authored by some of the world’s leading scholars within sociology of markets, organization theory, and strategy research.It opens with revisiting the influential theory of “the categorical imperative”, and moves on to present various accounts of the social processes that form part of categorization and elaboration of their consequences.Together, the different chapters effectively show that categorization is a process, tightly connected to actors involved and their specific acts, the characteristics of the entity being categorized, and the context and timing informing these activities.As such, it complements the earlier cognitive perspectives by discussing the evaluative, social, and political manifestations of categorization.
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Equality, Participation and Inclusion 1 : Diverse Perspectives
What are the experiences of children and young people?How can we think about the challenges they face?What systems and practices can support them?How can we develop greater equality, participation and inclusion across diverse settings?This second edition of Equality, Participation and Inclusion 1: Diverse Perspectives is the first of two Readers aimed at people with an interest in issues of equality, participation and inclusion for children and young people.This first Reader focuses in particular on the diverse perspectives held by different practitioners and stakeholders.Comprising readings taken from the latest research in journal articles, newly commissioned chapters, as well as several chapters from the first edition that retain particular relevance, this fully updated second edition has broadened its focus to consider a greater diversity of perspectives.Whilst exploring how we think about the experiences of children and young people across a range of contexts it maintains a subtle, underlying emphasis upon education and the experiences of disabled people. Drawing on the writing of academics, practitioners, children and young people, and people who have experienced exclusion, this book is a rich resource for students and practitioners who are interested in thinking about how inequality and exclusion are experienced, and how they can be challenged.Much of the material reflects on lived experiences and life stories, and will be of particular interest to those working in education, health, youth and community work, youth justice and social services, as well as to families and advocates.
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Breaking Down Barriers : Usability, Accessibility and Inclusive Design
The Cambridge Workshops on Universal Access and Assistive Technology (CWUAAT) is one of the few gatherings where people interested in inclusive design, across different fields, including designers, computer scientists, engineers, architects, ergonomists, ethnographers, policymakers and user communities, meet, discuss, and collaborate.CWUAAT has also become an international workshop, representing diverse cultures including Portugal, Germany, Trinidad and Tobago, Canada, Australia, China, Norway, USA, Belgium, UK, and many more. The workshop has five main themes based on barriers identified in the developing field of design for inclusion: I Breaking Down Barriers between Disciplines II Breaking Down Barriers between Users, Designers and Developers III Removing Barriers to Usability, Accessibility and Inclusive Design IV Breaking Down Barriers between People with Impairments and Those without V Breaking Down Barriers between Research and Policy-making In the context of developing demographic changes leading to greater numbers of older people and people living with impairments, the general field of inclusive design research strives to relate the capabilities of the population to the design of products, services, and spaces.CWUAAT has always had a successful multidisciplinary focus, but if genuine transdisciplinary fields are to evolve from this, the final barriers to integrated research must be identified and characterised.Only then will benefits be realised in an inclusive society.Barriers do not arise from impairments themselves, but instead, are erected by humans, who often have not considered a greater variation in sensory, cognitive and physical user capabilities.Barriers are not only technical or architectural, but they also exist between different communities of professionals.Our continual goal with the CWUAAT workshop series is to break down barriers in technical, physical, and architectural design, as well as barriers between different professional communities.
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