Customer Reviews

Karma Queens, Geek Gods, and Innerpreneurs: Meet the 9 Consumer Types Shaping Today's Marketplace

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I have to read a lot of marketing books in my job, and it's usually a slog-- one good idea to start and then a lot of filler. "Karma Queens etc." held my interest to the end, and gave me a lot to think about. You could really almost classify it as human interest rather than marketing, though I think it will be really useful for anybody whose job it is to market to consumers.

If you want to get inside the minds of your consumers, this book will help
you. I saw the book sitting on my boss's desk, and the title made me think
it might be a little goofy. But once I started to read it, I realized the
author really knows what he's talking about. (He runs a market research
company in New York, basically talks to consumers for a living.) Karma
Queens, Ms. Independents, Parentocrats etc. and all the other consumer types
described in the book seem like real people -- usually someone in my own life
immediately came to mind -- and after reading the chapter on them I thought
that I really did have a handle on how to sell to them. I'd highly recommend
it to anyone in in brand management or marketing.

Basically a fun read. It's not market research, exactly - Rentel doesn't back up his thinking with hard numbers - but it did a good job of explaining and dimensionalizing some of the key consumer demographics out there today. I have a feeling that lots of the anecdotes and examples in this book are going to rattle around in my head for months to come: Did you know that nearly a third of all adults only have sex a few times a year? Orthat there are websites that count every cigarette smoked onscreen during a movie for hyper parents who want to keep their kids from seeing someone smoks? Or that 20% or new homes are sold to single women buying alone? This isn't a book you need to read cover to cover right away, or even in chronological order, to get something out of it. But if you want something light that's also smart, this is the book for you.

Ron's book changed my life. I loved it. I fully embraced the term innerpreneur. It helped me reinvent myself.

Used this book for a class...it was a great read. Learn a lot about the minds of the consumer. Authors put themselves within the peoeple they are studying which increases their fast knowledge of consumer types.