The 21st Century Consumer- A New Model

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This paper is born out of a feeling that something is not right with the way the word ‘consumer’ is used nowadays. This word must surely be one of the most frequently used in the lexicon of advertising, marketing and research language. Yet it has not been subjected to the huge attention or to the rigour of analysis as has the word ‘brand’. This paper is concerned with the task of thinking—and rethinking—the term ‘consumer’ particularly in relation to the term brand. We will describe the range of meanings existing at the present time and trace the historical context of each one. We will then explore the appropriateness of these meanings to the business environment of today and tomorrow. We will propose a new model of the consumer and his/her relationship with brands. Finally we will conclude the paper by illustrating the power of the new model for meeting the marketing demands of the new Millennium.


Læs Wendy Gordon & Virginia Valentines fremragende diskussion af forbrugeren som konstruktion og metafor i det 21 århundrede i word her.


Wendy Gordon & Virginia Valentine arbejder for det epokegørende firma Semiotic Solutions, der som de eneste på verdensplan udelukkende har specialiseret sig i semiotisk markedsundersøgelser.

Facts about Semiotic Solutions
Semiotic Solutions leads the UK in interpreting semiotic theory into practical techniques for market research and analysis; and for developing clear, actionable guidelines for corporate strategy, market positioning, new product development and advertising, packaging and product formats. It was the first, and is still the leading British market research company to specialise solely in this subject area.

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