Hub Culture : The Next Wave of Urban Consumers
Stan StalnakerISBN: 0470820721; 9780470820728;
Hub Culture takes an in-depth look at one of the most influential marketing target groups to emerge from the 90s ? the global urban modernist, a network of modern individualists who now live in a post-national frame of mind and orient themselves around hub living, using urban centers as bases for their particular lifestyle. Hub Culture traces individuals from this seemingly disconnected group of people in several of these centers, or "hubs", defining their tastes and predilections, their motivationsand their influences so that marketers and ad agencies can tap into this leading edge of a developing mass consumer force. This book provides: Magazine-like lifestyle stories with marketing intelligence. Interesting comparison of various fashionable cities and places in the hub culture "league". A fresh and innovative take on consumer behaviour. The author draws upon his years of expertise in marketing and brand guardianship...