Marketing Strategy

It occured to me recently while withdrawing some books that business theories may not change that much from decade-to-decade. Examples or case studies could be different, but Chris Fill(1995) relies havilly on Maslow's Hierachy of needs for his list of consumer types : Self Explorers Idependent types - largely unaffected by trends Experimentalists New ideas and products appeal to this group. Influenced by packaging and promotion Conspicuous Consumers Concerned with appearences and image Belongers Trust well known brands Survivors Accept well known brands - but do not trust them Social Resistors Conservative in attitude - tend to resist change Aimless Resent authority - and are sustenance driven Fill, C. (1995) Marketing communications, London : Prentice Hall