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© 2007. Moskowitz and Gofman. All rights reserved.
Innovate with Consumer Science (October 2011, Sebastiano Porretta and Howard R.
Moskowitz) issued in Italian by Chiriotti Editori. ISBN: 978-88-96027-07-3.
Moskowitz) issued in Italian by Chiriotti Editori. ISBN: 978-88-96027-07-3.
In recent years we have witnessed a rapid and drastic change in the classical paradigm related to the
marketing concept, the latter term meaning the common understanding of the market related to the
descriptive study and analysis of the interaction between users and the 'company.
A model was based on anachronistic reduction process of the consumer buying behavior and
explanation of the latter in patterns that deal with the decision and the choice of a product as a
function of environmental conditions and their settling in time. Today we speak of a consumer who
has turned to a lifestyle and a privileged experience, so influential as to generate an independent view
of the world and its own ranking of values with specific personalities. Proof of this is its
consumerist mass dissemination of expertise, such as those relating to the quality of products and
their origin, until very recently the exclusive domain of a small group of authorities. Marketing has
entered an era in which new idea and concepts should be reviewed in an entirely new way.
marketing concept, the latter term meaning the common understanding of the market related to the
descriptive study and analysis of the interaction between users and the 'company.
A model was based on anachronistic reduction process of the consumer buying behavior and
explanation of the latter in patterns that deal with the decision and the choice of a product as a
function of environmental conditions and their settling in time. Today we speak of a consumer who
has turned to a lifestyle and a privileged experience, so influential as to generate an independent view
of the world and its own ranking of values with specific personalities. Proof of this is its
consumerist mass dissemination of expertise, such as those relating to the quality of products and
their origin, until very recently the exclusive domain of a small group of authorities. Marketing has
entered an era in which new idea and concepts should be reviewed in an entirely new way.
Selling Blue Elephants
By Howard Moskowitz and Alex Gofman
By Howard Moskowitz and Alex Gofman
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