The Consistent Consumer : Predicting Future Behavior Through Lasting Values

by Ken Beller, Louis Patler

Behavior-based demographics are dead. Instead, values-based systems are what will ensure the success of your next marketing campaign. The authors of The Consistent Consumer say values, not past behaviors, will help you better define and understand today's diverse consumer groups and more accurately anticipate how these distinct populations are likely to behave in the future-and what they are likely to buy as a result. Ken Beller, Steve Weiss, and New York Times best-selling author Louis Patler offer a values-based profiling system with five proprietary Value Populations you can use to quickly and effectively shape marketing strategy and increase the impact if your brand. With The Consistent Consumer as your guide, you'll learn how to: make and instant connection with consumers, increase sales by learning what really drives consumer spending, enhance market share with products that speak to core values, motivate groups more effectively with customized messages, and influence consumer buying decisions for years to come. The authors offer successful case studies from industries such as quick-serve restaurants, home improvement, and sports and entertainment, along with dozens of sales, marketing, and management insights that will teach you how a values-based system will help you brand your product at a much deeper, more enduring, and ultimately more consistently profitable level.

272 pages, Paperback

First published May 1, 2005

About the author

Ken Beller is cofounder and president of Near Bridge, Inc., a consulting firm that links values to the bottom line and specializes in generational and cultural diversity, visionary leadership, and global sustainability. An acclaimed public speaker and international business leader, Ken has worked in more than twenty countries leading innovative programs for some of the world's most prominent companies and organizations.