by Mónica Casabayó, Borja Martín · Deusto · tapa dura · ISBN 9788423427598
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«Fuzzy Marketing: Cómo comprender al consumidor camaleónico» is the marketing essay by Mónica Casabayó and Borja Martín, published by Deusto in hardcover.
The starting point is a critique of blind faith in consumer segments: a 35-year-old woman, a teacher, mother of two, hiker and avid reader does not fit into a single box. Casabayó and Martín, from both academic and professional spheres, propose a dynamic approach to understanding and connecting with this chameleon consumer.
It consists of 160 pages and is volume 1 of the Deusto collection. Published in Barcelona by Deusto in January 2010.
For marketing professionals, product managers and students of economics and business seeking to understand today's consumer.
