Business Essentials

Throw out the old ideas around consumer behaviour – in the modern world customers don't follow a pattern based on their age, gender, race or economic status. But what does it mean for businesses, and marketers in particular, when traditional market segments no longer apply? American author and acclaimed speaker Michael Solomon explores these issues and tells us why we need to radically re-think the way we market our goods and services, and to whom. See omnystudio.com/listener for privacy information.