"The Complexity of Identity"

1) What is identity marketing, and what how is it superior to demographic or psychographic segmentation and targeting?

• Identity marketing, which recognizes the complex process of how customers become strongly attracted to the brands and products that help them to express who they are.
• Identity marketing is better than demographic or psychographic segmentation. The potential identities that people possess are numerous and fluid varies over an individual's lifetime and across situations. For example, in a work setting, a person's professional identity might be dominant among others. Later, at home, his/her identity as a parent might move forefront. And on weekends, his/her identity as an outdoor enthusiast could take precedent. These identities cannot be captured by psychographic segmentation ignores this complexity of individual's identity or behavior differs from the situation they come across.

2) The authors suggest that some common......

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Title: Mit Case - Compexity Of Identity
Approximate Word Count: 761
Approximate Pages: 4 (250 words per double-spaced page)

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