Superconsumers

Superconsumers

Pork dorks. Craftsters. American Girl fans. Despite their different tastes, these eclectic diehards have a lot in common: they’re obsessed about a specific brand, product, or category. They pursue their passions with fervor, and they’re extremely knowledgeable about the things they love. They aren’t average consumers—they’re superconsumers.

Although small in number, superconsumers can have an outsized impact on a company’s bottom line. Representing 10%… (more)

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Book Details  


Publisher: Harvard Business Review Press (November 29, 2016)

Page count: 240 pages

Language: English


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