Book Review: Capture the New Consumer

“The Soul of the New Consumer:Authenticity—What We Buy and Why in the New Economy,” by David Lewis and Darren Bridger, Nicholas Brealey Publishing (www.nbrealey-books.com). Available in both hard- and soft-cover editions.

As a marketer, do you understand the soul of the New Consumer? In their book, David Lewis and Darren Bridger note: In a hypercompetitive world of fragmented markets and independently minded, well-informed individuals, companies that fail to understand and attend to the needs of New Consumers are doomed to extinction.